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Financial Dimensions of Marketing Decisions de David W. Stewart

Financial Dimensions of Marketing Decisions: Palgrave Studies in Marketing, Organizations and Society

Autor David W. Stewart
en Limba Engleză Paperback – 14 aug 2020
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.
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Specificații

ISBN-13: 9783030155674
ISBN-10: 3030155676
Pagini: 247
Ilustrații: XVI, 247 p. 31 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.32 kg
Ediția:1st ed. 2019
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Seria Palgrave Studies in Marketing, Organizations and Society

Locul publicării:Cham, Switzerland

Cuprins

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.

Notă biografică

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.

Textul de pe ultima copertă

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.

Caracteristici

A strong grounding in both marketing and finance; it will be the equivalent of capital budgeting texts in finance but with a focus on marketing Examples, templates, and other tools to facilitate the use of the concepts developed in the text Explicit linkages to work and publications of standard setting bodies such as the Marketing Accountability Standards Board (MASB), Financial Accounting Standards Board (FASB), American National Standards Institute (ANSI), and International Organization for Standardization (ISO)