Marketing and Finance: Creating Shareholder Value

Malcolm McDonald,Brian D. Smith,Keith Ward

Marketing and Finance: Creating Shareholder Value
Format
Paperback
Publisher
John Wiley & Sons Inc
Country
United States
Published
23 August 2013
Pages
280
ISBN
9781119953388

Marketing and Finance: Creating Shareholder Value

Malcolm McDonald,Brian D. Smith,Keith Ward

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.

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