MARC record from Internet Archive

LEADER: 05977cam 2200997Ma 4500
001 ocn647549437
003 OCoLC
005 20210722005845.0
008 060126s2006 ne a ob 001 0 eng d
006 m o d
007 cr cn|||||||||
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019 $a225345980$a1058724160$a1162459039$a1241861260
020 $a9780080459424$q(electronic bk.)
020 $a0080459420$q(electronic bk.)
020 $a0750683422
020 $a9780750683425
020 $z0750667273
020 $a9786610752126
020 $a6610752125
020 $a0080469566
020 $a9780080469560
020 $a9786612665851
020 $a6612665858
020 $a1282665855
020 $a9781282665859
035 $a(OCoLC)647549437$z(OCoLC)225345980$z(OCoLC)1058724160$z(OCoLC)1162459039$z(OCoLC)1241861260
050 4 $aHG4028.V3$bM375 2006eb
072 7 $aBUS$x082000$2bisacsh
072 7 $aBUS$x041000$2bisacsh
072 7 $aBUS$x042000$2bisacsh
072 7 $aBUS$x085000$2bisacsh
082 04 $a658.8/02$222
100 1 $aMcDonald, Malcolm.
245 10 $aMarketing due diligence :$breconnecting strategy to share price /$cMalcolm McDonald, Brian Smith, Keith Ward.
260 $aAmsterdam ;$aBoston :$bElsevier Butterworth-Heinemann,$c2006.
300 $a1 online resource (xiv, 401 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
347 $adata file$2rda
504 $aIncludes bibliographical references and index.
588 0 $aPrint version record.
505 0 $aPart 1. What is marketing due diligence? -- Chapter 1. Why chief executive officers must demand a revolutionary new approach from their chief marketing officers -- ch. 2. A process of marketing due diligence -- ch. 3. The implications of implementing marketing due diligence ; Part 2. The marketing due diligence diagnostic process : ch. 4. Assessing market risk -- ch. 5. Assessing share risk -- ch. 6. Assessing profit risk ; Part 3. The marketing due diligence therapeutic process : ch. 7. The key role of market definition and segmentation -- Ch. 8. Creating strategies that create shareholder value -- ch. 9. Managing high-risk marketing strategies -- ch. 10. Fast track.
520 $aThe ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-Does the promised market exist?Will the strategy d.
546 $aEnglish.
650 0 $aCorporations$xValuation.
650 0 $aCorporations$xInvestor relations.
650 0 $aStocks$xMarketing.
650 0 $aStocks$xPrices.
650 0 $aEconomic value added.
650 0 $aRisk assessment.
650 7 $aBUSINESS & ECONOMICS$xIndustrial Management.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement Science.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xOrganizational Behavior.$2bisacsh
650 7 $aCorporations$xInvestor relations.$2fast$0(OCoLC)fst00879887
650 7 $aCorporations$xValuation.$2fast$0(OCoLC)fst00879963
650 7 $aEconomic value added.$2fast$0(OCoLC)fst00902106
650 7 $aRisk assessment.$2fast$0(OCoLC)fst01098146
650 7 $aStocks$xMarketing.$2fast$0(OCoLC)fst01133723
650 7 $aStocks$xPrices.$2fast$0(OCoLC)fst01133725
655 4 $aElectronic books.
700 1 $aSmith, Brian D.$q(Brian David),$d1961-
700 1 $aWard, Keith,$d1949-
776 0 $z0750667273
776 0 $z0750683422
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