ENGLISH

Financial Dimensions of Marketing Decisions

By David W. Stewart

Book information

Publisher
Springer International Publishing; Palgrave Macmillan
Year
2019
ISBN
978-3-030-15564-3;978-3-030-15565-0
Language
english
Format
PDF
Filesize
3 MB (3233442 bytes)
Series
Palgrave Studies in Marketing, Organizations and Society
Edition
1st ed.
Pages
XVI, 247\257
Time added
2019-09-18 12:18:18
Business and Management; Marketing; Organization;

Description

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. Front Matter ....Pages i-xvi Introduction (David W. Stewart)....Pages 1-5 The Financial Imperative of Marketing (David W. Stewart)....Pages 7-31 Business Models: How Firms Make Money (David W. Stewart)....Pages 33-47 Estimating Cash Flows (David W. Stewart)....Pages 49-71 Intermediate Marketing Outcome Measures and Metrics (David W. Stewart)....Pages 73-93 Linking Marketing Outcomes to Financial Performance (David W. Stewart)....Pages 95-115 Creating and Measuring Brand Value (David W. Stewart)....Pages 117-142 Customer Lifetime Value: The Significance of Repeat Business (David W. Stewart)....Pages 143-166 Anticipating the Future: Managing Risk and Real Options (David W. Stewart)....Pages 167-188 Managing Portfolios of Products (David W. Stewart)....Pages 189-208 Marketing Strategy and Financial Performance (David W. Stewart)....Pages 209-224 Measurement Beyond the Firm (David W. Stewart)....Pages 225-236 Back Matter ....Pages 237-247

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