David W. Stewart
Financial Dimensions of Marketing Decisions
Gebonden Engels 2019 9783030155643
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9783030155643
Taal:Engels
Bindwijze:gebonden
Uitgever:Springer International Publishing
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
<p></p><p>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.</p><br><p></p>
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan