Financial Dimensions of Marketing Decisions

Inbunden, Engelska, 2019

AvDavid W. Stewart

2 199 kr

Beställningsvara. Skickas inom 10-15 vardagar. Fri frakt för medlemmar vid köp för minst 249 kr.

Finns i fler format (1)

Häftad

2 199 kr

Skickas inom 10-15 vardagar

This book is about linking marketing activities and outcomes to the financial performance of the organization. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization.

Produktinformation

Utgivningsdatum2019-06-13
Mått148 x 210 x 19 mm
Vikt458 g
FormatInbunden
SpråkEngelska
SeriePalgrave Studies in Marketing, Organizations and Society
Antal sidor247
FörlagSpringer Nature Switzerland AG
ISBN9783030155643

Tillhör följande kategorier

David W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA and Vice President for Publications of the American Marketing Association. Prior to joining the faculty at LMU, he held tenured faculty appointments and various administrative roles at Vanderbilt University, the University of Southern California, and University of California, Riverside. Dr. Stewart is a past Editor of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Public Policy and Marketing. He currently serves as Chair of the Marketing Accountability Standards Board.

1. Introduction.- 2. The Financial Imperative of Marketing.- 3. Business Models: How Firms Make Money.- 4. Estimating Cash Flows.- 5. Intermediate Marketing Outcome Measures and Metrics.- 6. Linking Marketing Outcomes to Financial Performance.- 7. Creating and Measuring Brand Value.- 8. Customer Life Time Value: The Significance of Repeat Business.- 9. Anticipating the Future: Managing Risk and Real Options.- 10. Managing Portfolios of Products.- 11. Marketing Strategy and Financial Performance.- 12. Measurement Beyond the Firm.