Financial Dimensions of Marketing Decisions

AvDavid W. Stewart

Inbunden, Engelska, 2019

Del i serien Palgrave Studies in Marketing, Organizations and Society

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Beskrivning

This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.

Produktinformation

Utgivningsdatum:2019-06-13
Mått:148 x 210 x 19 mm
Vikt:458 g
Format:Inbunden
Språk:Engelska
Serie:Palgrave Studies in Marketing, Organizations and Society
Antal sidor:247
Förlag:Springer Nature Switzerland AG
ISBN:9783030155643

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Mer om författaren

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.

Innehållsförteckning

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.