Marketing and Finance: Creating Shareholder Value

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Marketing and Finance: Creating Shareholder Value

by Brian Smith, Keith Ward, Malcolm McDonald

Wiley | September 30, 2013 | Trade Paperback |

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Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.

Format: Trade Paperback

Dimensions: 280 Pages, 7.09 × 9.45 × 0.39 in

Published: September 30, 2013

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1119953383

ISBN - 13: 9781119953388

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– More About This Product –

Marketing and Finance: Creating Shareholder Value

by Brian Smith, Keith Ward, Malcolm McDonald

Format: Trade Paperback

Dimensions: 280 Pages, 7.09 × 9.45 × 0.39 in

Published: September 30, 2013

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1119953383

ISBN - 13: 9781119953388

Table of Contents

Foreword by Anne Godfrey, Chief Executive, CIM xi Foreword by Charles Tilley, Chief Executive, CIMA xiii Foreword from the First Edition by Sir Michael Perry, GBE xv A note for busy people: How to get the best out of this book xix List of figures xxi List of tables xxv Part 1 What is Marketing Due Diligence? 1 Chapter 1 The lessons of experience 3 Fast track 3 Introduction 3 Success stories 5 Starbucks: A holistic offer based on insight and culture 5 The Economist: Side stepping in time to the future 6 Yamazaki Mazak: Matching itself to the market 7 Essilor: Growing the pie 8 Failure stories 9 Blockbuster: Left behind 9 Gateway: Playing a zero-sum game 10 Microsoft’s Zune: So what’s better? 11 Nortel: Playing the wrong game 12 Woolworth’s: Failure to focus 13 Seeing a pattern 14 Financial smoke and mirrors 14 Share and share alike 16 Marketing accountability 16 A new approach 18 Chapter 2 A process of Marketing Due Diligence 21 Fast track 21 What is marketing? 22 What is the connection between marketing and shareholder value? 23 What is the Marketing Due Diligence diagnostic process? 25 Explicating the strategy 27 Assessing the risks 29 Assessing shareholder value creation 34 What is the Marketing Due Diligence therapeutic process? 39 Implications of the Marketing Due Diligence process 41 Chapter 3 The implications of implementing Marketing Due Diligence 43 Fast track 43 The linkage to shareholder value 44 The risk and return relationship 45 A focus on absol
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From the Publisher

Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.

From the Jacket

The truest sign that an executive has reached, or is on a trajectory towards a senior position is when they start to look outside of their own functional silo and consider business issues that normally lie within the remit of other departments. Nowhere is this more true than at the marketing/finance interface. At this mission-critical boundary, senior marketers must understand the implications of their strategies not just for sales or profit, but on risk adjusted rate of return. Similarly, senior finance executive can no longer manage the numbers; they must make critical assessments of commercial goals and understand how alternative marketing strategies may create or destroy shareholder value.

The Marketing and Finance Solution is the first book of its kind to address this interface, not from a marketing or finance angle, but from a combined perspective that incorporates leading knowledge in both disciplines. Written by three leading academics with decades of experience working across this functional boundary in major multinationals, The Marketing and Finance Solution is a unique and essential addition to the library of senior marketing and finance professionals.

This updated, revised, 2nd edition of the critically acclaimed Marketing Due Diligence includes a re-written first chapter that compares effective and ineffective business plans to identify the fundamentals of commercially successful strategies. Filled with examples from both business-to-business as well as consumer markets from a wide range of sectors, this new edition includes a thorough update of those examples for the modern, post-financial crash world.

About the Author

Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the world’s biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers. Malcolm continues to research and teach at Cranfield and other universities around the world, in addition to speaking engagements, visiting lectures, and consultancy work. Professor Brian D. Smith is a world-recognised expert on competitive strategy in pharmaceutical and medical markets. He is Adjunct Professor at Bocconi SDA and Visiting Research Fellow at the Open University Business School, where his research interests include strategy making and implementation in medical markets. He is the editor of the Journal of Medical Marketing and the author of over 200 books, papers and articles in the field of marketing and competitive strategy. He also runs Pragmedic, a specialist strategy consultancy and works with many of the world’s leading pharma and medtech companies. Brian
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