Paperback
Add to list Added to list Marketing Due Diligence: Reconnecting Strategy to Share Price
Malcolm McDonald (Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK),Keith Ward (Visiting Professor of Financial Strategy, Cranfield School of Management, UK),Brian Smith (Managing Consultant, PragMedic and Doctoral Researcher at Cranfield University, UK.)
The ultimate test of marketing investment is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. This book explains the principles and practice behind…
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