Cart
Free US shipping over $10
Proud to be B-Corp

Financial Dimensions of Marketing Decisions David W. Stewart

Financial Dimensions of Marketing Decisions By David W. Stewart

Financial Dimensions of Marketing Decisions by David W. Stewart


Summary

This book is about linking marketing activities and outcomes to the financial performance of the organization. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization.

Faster Shipping

Get this product faster from our US warehouse

Financial Dimensions of Marketing Decisions Summary

Financial Dimensions of Marketing Decisions by David W. Stewart

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.

About David W. Stewart

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.

Table of Contents

Chapter 1 Introduction

Chapter 2 The Financial Imperative of Marketing

Chapter 3 Business Models: How Firms Make Money

Chapter 4 Estimating Cash Flows

Chapter 5 Intermediate Marketing Outcome Measures and Metrics

Chapter 6 Linking Marketing Outcomes to Financial Performance

Chapter 7 Creating and Measuring Brand Value

Chapter 8 Customer Life Time Value: The Significance of Repeat Business

Chapter 9 Anticipating the Future: Managing Risk and Real Options

Chapter 10 Managing Portfolios of Products

Chapter 11 Marketing Strategy and Financial Performance

Chapter 12 Measurement Beyond the Firm


Additional information

CIN3030155641G
9783030155643
3030155641
Financial Dimensions of Marketing Decisions by David W. Stewart
Used - Good
Hardback
Springer Nature Switzerland AG
2019-06-13
247
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Financial Dimensions of Marketing Decisions