Marketing due diligence :: reconnecting strategy to share price /
The 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....
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Weitere Verfasser: | , |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam ; Boston :
Elsevier Butterworth-Heinemann,
2006.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | The 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. |
| Beschreibung: | 1 online resource (xiv, 401 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780080459424 0080459420 0750683422 9780750683425 9786610752126 6610752125 0080469566 9780080469560 9786612665851 6612665858 1282665855 9781282665859 |
Internformat
MARC
| LEADER | 00000cam a2200000Ma 4500 | ||
|---|---|---|---|
| 001 | ZDB-4-EBA-ocn647549437 | ||
| 003 | OCoLC | ||
| 005 | 20241004212047.0 | ||
| 006 | m o d | ||
| 007 | cr cn||||||||| | ||
| 008 | 060126s2006 ne a ob 001 0 eng d | ||
| 040 | |a E7B |b eng |e pn |c E7B |d OCLCQ |d K6U |d OCLCQ |d OCLCF |d N$T |d OCLCQ |d AU@ |d B24X7 |d UKDOC |d OCLCQ |d UAB |d IGB |d AGLDB |d D6H |d CN8ML |d VNS |d OCLCQ |d VTS |d S9I |d INARC |d OCLCO |d UKAHL |d OCLCO |d OCLCQ |d OCLCO |d OCLCL |d OCLCQ | ||
| 019 | |a 225345980 |a 1058724160 |a 1162459039 |a 1241861260 |a 1259080004 |a 1290033975 |a 1300525076 | ||
| 020 | |a 9780080459424 |q (electronic bk.) | ||
| 020 | |a 0080459420 |q (electronic bk.) | ||
| 020 | |a 0750683422 | ||
| 020 | |a 9780750683425 | ||
| 020 | |z 0750667273 | ||
| 020 | |a 9786610752126 | ||
| 020 | |a 6610752125 | ||
| 020 | |a 0080469566 | ||
| 020 | |a 9780080469560 | ||
| 020 | |a 9786612665851 | ||
| 020 | |a 6612665858 | ||
| 020 | |a 1282665855 | ||
| 020 | |a 9781282665859 | ||
| 035 | |a (OCoLC)647549437 |z (OCoLC)225345980 |z (OCoLC)1058724160 |z (OCoLC)1162459039 |z (OCoLC)1241861260 |z (OCoLC)1259080004 |z (OCoLC)1290033975 |z (OCoLC)1300525076 | ||
| 050 | 4 | |a HG4028.V3 |b M375 2006eb | |
| 072 | 7 | |a BUS |x 082000 |2 bisacsh | |
| 072 | 7 | |a BUS |x 041000 |2 bisacsh | |
| 072 | 7 | |a BUS |x 042000 |2 bisacsh | |
| 072 | 7 | |a BUS |x 085000 |2 bisacsh | |
| 082 | 7 | |a 658.8/02 |2 22 | |
| 049 | |a MAIN | ||
| 100 | 1 | |a McDonald, Malcolm. | |
| 245 | 1 | 0 | |a Marketing due diligence : |b reconnecting strategy to share price / |c Malcolm McDonald, Brian Smith, Keith Ward. |
| 260 | |a Amsterdam ; |a Boston : |b Elsevier Butterworth-Heinemann, |c 2006. | ||
| 300 | |a 1 online resource (xiv, 401 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a data file |2 rda | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Part 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 | |a The 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 | |a English. | ||
| 650 | 0 | |a Corporations |x Valuation. |0 http://id.loc.gov/authorities/subjects/sh85032956 | |
| 650 | 0 | |a Corporations |x Investor relations. |0 http://id.loc.gov/authorities/subjects/sh85032943 | |
| 650 | 0 | |a Stocks |x Marketing. | |
| 650 | 0 | |a Stocks |x Prices. |0 http://id.loc.gov/authorities/subjects/sh85128230 | |
| 650 | 0 | |a Economic value added. |0 http://id.loc.gov/authorities/subjects/sh98004051 | |
| 650 | 0 | |a Risk assessment. |0 http://id.loc.gov/authorities/subjects/sh87002638 | |
| 650 | 6 | |a Sociétés |x Évaluation. | |
| 650 | 6 | |a Actions (Titres de société) |x Prix. | |
| 650 | 6 | |a Valeur économique ajoutée. | |
| 650 | 6 | |a Évaluation du risque. | |
| 650 | 7 | |a risk assessment. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Corporations |x Investor relations |2 fast | |
| 650 | 7 | |a Corporations |x Valuation |2 fast | |
| 650 | 7 | |a Economic value added |2 fast | |
| 650 | 7 | |a Risk assessment |2 fast | |
| 650 | 7 | |a Stocks |x Marketing |2 fast | |
| 650 | 7 | |a Stocks |x Prices |2 fast | |
| 700 | 1 | |a Smith, Brian D. |q (Brian David), |d 1961- |1 https://id.oclc.org/worldcat/entity/E39PBJxGXp9m4PgMtMjphCRxjC |0 http://id.loc.gov/authorities/names/nb2001042876 | |
| 700 | 1 | |a Ward, Keith, |d 1949- |1 https://id.oclc.org/worldcat/entity/E39PCjqTY6g34DF7wv8C8mfRfC |0 http://id.loc.gov/authorities/names/n91114823 | |
| 776 | 0 | |z 0750667273 | |
| 776 | 0 | |z 0750683422 | |
| 856 | 4 | 0 | |l FWS01 |p ZDB-4-EBA |q FWS_PDA_EBA |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=166645 |3 Volltext |
| 938 | |a Askews and Holts Library Services |b ASKH |n AH23082134 | ||
| 938 | |a Internet Archive |b INAR |n marketingduedili0000mcdo | ||
| 938 | |a 123Library |b 123L |n 34321 | ||
| 938 | |a Books 24x7 |b B247 |n bkb00017800 | ||
| 938 | |a ebrary |b EBRY |n ebr10138720 | ||
| 938 | |a EBSCOhost |b EBSC |n 166645 | ||
| 994 | |a 92 |b GEBAY | ||
| 912 | |a ZDB-4-EBA | ||
| 049 | |a DE-863 | ||
Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBA-ocn647549437 |
|---|---|
| _version_ | 1816881727526666240 |
| adam_text | |
| any_adam_object | |
| author | McDonald, Malcolm |
| author2 | Smith, Brian D. (Brian David), 1961- Ward, Keith, 1949- |
| author2_role | |
| author2_variant | b d s bd bds k w kw |
| author_GND | http://id.loc.gov/authorities/names/nb2001042876 http://id.loc.gov/authorities/names/n91114823 |
| author_facet | McDonald, Malcolm Smith, Brian D. (Brian David), 1961- Ward, Keith, 1949- |
| author_role | |
| author_sort | McDonald, Malcolm |
| author_variant | m m mm |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HG4028 |
| callnumber-raw | HG4028.V3 M375 2006eb |
| callnumber-search | HG4028.V3 M375 2006eb |
| callnumber-sort | HG 44028 V3 M375 42006EB |
| callnumber-subject | HG - Finance |
| collection | ZDB-4-EBA |
| contents | Part 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. |
| ctrlnum | (OCoLC)647549437 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>05248cam a2200925Ma 4500</leader><controlfield tag="001">ZDB-4-EBA-ocn647549437</controlfield><controlfield tag="003">OCoLC</controlfield><controlfield tag="005">20241004212047.0</controlfield><controlfield tag="006">m o d </controlfield><controlfield tag="007">cr cn|||||||||</controlfield><controlfield tag="008">060126s2006 ne a ob 001 0 eng d</controlfield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">E7B</subfield><subfield code="b">eng</subfield><subfield code="e">pn</subfield><subfield code="c">E7B</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">K6U</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">OCLCF</subfield><subfield code="d">N$T</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">AU@</subfield><subfield code="d">B24X7</subfield><subfield code="d">UKDOC</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">UAB</subfield><subfield code="d">IGB</subfield><subfield code="d">AGLDB</subfield><subfield code="d">D6H</subfield><subfield code="d">CN8ML</subfield><subfield code="d">VNS</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">VTS</subfield><subfield code="d">S9I</subfield><subfield code="d">INARC</subfield><subfield code="d">OCLCO</subfield><subfield code="d">UKAHL</subfield><subfield code="d">OCLCO</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">OCLCO</subfield><subfield code="d">OCLCL</subfield><subfield code="d">OCLCQ</subfield></datafield><datafield tag="019" ind1=" " ind2=" "><subfield code="a">225345980</subfield><subfield code="a">1058724160</subfield><subfield code="a">1162459039</subfield><subfield code="a">1241861260</subfield><subfield code="a">1259080004</subfield><subfield code="a">1290033975</subfield><subfield code="a">1300525076</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780080459424</subfield><subfield code="q">(electronic bk.)</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0080459420</subfield><subfield code="q">(electronic bk.)</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0750683422</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780750683425</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">0750667273</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9786610752126</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">6610752125</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0080469566</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780080469560</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9786612665851</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">6612665858</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1282665855</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781282665859</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)647549437</subfield><subfield code="z">(OCoLC)225345980</subfield><subfield code="z">(OCoLC)1058724160</subfield><subfield code="z">(OCoLC)1162459039</subfield><subfield code="z">(OCoLC)1241861260</subfield><subfield code="z">(OCoLC)1259080004</subfield><subfield code="z">(OCoLC)1290033975</subfield><subfield code="z">(OCoLC)1300525076</subfield></datafield><datafield tag="050" ind1=" " ind2="4"><subfield code="a">HG4028.V3</subfield><subfield code="b">M375 2006eb</subfield></datafield><datafield tag="072" ind1=" " ind2="7"><subfield code="a">BUS</subfield><subfield code="x">082000</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="072" ind1=" " ind2="7"><subfield code="a">BUS</subfield><subfield code="x">041000</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="072" ind1=" " ind2="7"><subfield code="a">BUS</subfield><subfield code="x">042000</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="072" ind1=" " ind2="7"><subfield code="a">BUS</subfield><subfield code="x">085000</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="082" ind1="7" ind2=" "><subfield code="a">658.8/02</subfield><subfield code="2">22</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">MAIN</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">McDonald, Malcolm.</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing due diligence :</subfield><subfield code="b">reconnecting strategy to share price /</subfield><subfield code="c">Malcolm McDonald, Brian Smith, Keith Ward.</subfield></datafield><datafield tag="260" ind1=" " ind2=" "><subfield code="a">Amsterdam ;</subfield><subfield code="a">Boston :</subfield><subfield code="b">Elsevier Butterworth-Heinemann,</subfield><subfield code="c">2006.</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (xiv, 401 pages) :</subfield><subfield code="b">illustrations</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">text</subfield><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">computer</subfield><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">online resource</subfield><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="347" ind1=" " ind2=" "><subfield code="a">data file</subfield><subfield code="2">rda</subfield></datafield><datafield tag="504" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index.</subfield></datafield><datafield tag="588" ind1="0" ind2=" "><subfield code="a">Print version record.</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">Part 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.</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">The 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.</subfield></datafield><datafield tag="546" ind1=" " ind2=" "><subfield code="a">English.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Corporations</subfield><subfield code="x">Valuation.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh85032956</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Corporations</subfield><subfield code="x">Investor relations.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh85032943</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Stocks</subfield><subfield code="x">Marketing.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Stocks</subfield><subfield code="x">Prices.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh85128230</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Economic value added.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh98004051</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Risk assessment.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh87002638</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Sociétés</subfield><subfield code="x">Évaluation.</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Actions (Titres de société)</subfield><subfield code="x">Prix.</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Valeur économique ajoutée.</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Évaluation du risque.</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">risk assessment.</subfield><subfield code="2">aat</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS</subfield><subfield code="x">Industrial Management.</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS</subfield><subfield code="x">Management.</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS</subfield><subfield code="x">Management Science.</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS</subfield><subfield code="x">Organizational Behavior.</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Corporations</subfield><subfield code="x">Investor relations</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Corporations</subfield><subfield code="x">Valuation</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Economic value added</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Risk assessment</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Stocks</subfield><subfield code="x">Marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Stocks</subfield><subfield code="x">Prices</subfield><subfield code="2">fast</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Smith, Brian D.</subfield><subfield code="q">(Brian David),</subfield><subfield code="d">1961-</subfield><subfield code="1">https://id.oclc.org/worldcat/entity/E39PBJxGXp9m4PgMtMjphCRxjC</subfield><subfield code="0">http://id.loc.gov/authorities/names/nb2001042876</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Ward, Keith,</subfield><subfield code="d">1949-</subfield><subfield code="1">https://id.oclc.org/worldcat/entity/E39PCjqTY6g34DF7wv8C8mfRfC</subfield><subfield code="0">http://id.loc.gov/authorities/names/n91114823</subfield></datafield><datafield tag="776" ind1="0" ind2=" "><subfield code="z">0750667273</subfield></datafield><datafield tag="776" ind1="0" ind2=" "><subfield code="z">0750683422</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="l">FWS01</subfield><subfield code="p">ZDB-4-EBA</subfield><subfield code="q">FWS_PDA_EBA</subfield><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=166645</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">Askews and Holts Library Services</subfield><subfield code="b">ASKH</subfield><subfield code="n">AH23082134</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">Internet Archive</subfield><subfield code="b">INAR</subfield><subfield code="n">marketingduedili0000mcdo</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">123Library</subfield><subfield code="b">123L</subfield><subfield code="n">34321</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">Books 24x7</subfield><subfield code="b">B247</subfield><subfield code="n">bkb00017800</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">ebrary</subfield><subfield code="b">EBRY</subfield><subfield code="n">ebr10138720</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">EBSCOhost</subfield><subfield code="b">EBSC</subfield><subfield code="n">166645</subfield></datafield><datafield tag="994" ind1=" " ind2=" "><subfield code="a">92</subfield><subfield code="b">GEBAY</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-EBA</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-863</subfield></datafield></record></collection> |
| id | ZDB-4-EBA-ocn647549437 |
| illustrated | Illustrated |
| indexdate | 2024-11-27T13:17:19Z |
| institution | BVB |
| isbn | 9780080459424 0080459420 0750683422 9780750683425 9786610752126 6610752125 0080469566 9780080469560 9786612665851 6612665858 1282665855 9781282665859 |
| language | English |
| oclc_num | 647549437 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xiv, 401 pages) : illustrations |
| psigel | ZDB-4-EBA |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Elsevier Butterworth-Heinemann, |
| record_format | marc |
| spelling | McDonald, Malcolm. Marketing due diligence : reconnecting strategy to share price / Malcolm McDonald, Brian Smith, Keith Ward. Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2006. 1 online resource (xiv, 401 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier data file rda Includes bibliographical references and index. Print version record. Part 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. The 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. English. Corporations Valuation. http://id.loc.gov/authorities/subjects/sh85032956 Corporations Investor relations. http://id.loc.gov/authorities/subjects/sh85032943 Stocks Marketing. Stocks Prices. http://id.loc.gov/authorities/subjects/sh85128230 Economic value added. http://id.loc.gov/authorities/subjects/sh98004051 Risk assessment. http://id.loc.gov/authorities/subjects/sh87002638 Sociétés Évaluation. Actions (Titres de société) Prix. Valeur économique ajoutée. Évaluation du risque. risk assessment. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Corporations Investor relations fast Corporations Valuation fast Economic value added fast Risk assessment fast Stocks Marketing fast Stocks Prices fast Smith, Brian D. (Brian David), 1961- https://id.oclc.org/worldcat/entity/E39PBJxGXp9m4PgMtMjphCRxjC http://id.loc.gov/authorities/names/nb2001042876 Ward, Keith, 1949- https://id.oclc.org/worldcat/entity/E39PCjqTY6g34DF7wv8C8mfRfC http://id.loc.gov/authorities/names/n91114823 0750667273 0750683422 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=166645 Volltext |
| spellingShingle | McDonald, Malcolm Marketing due diligence : reconnecting strategy to share price / Part 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. Corporations Valuation. http://id.loc.gov/authorities/subjects/sh85032956 Corporations Investor relations. http://id.loc.gov/authorities/subjects/sh85032943 Stocks Marketing. Stocks Prices. http://id.loc.gov/authorities/subjects/sh85128230 Economic value added. http://id.loc.gov/authorities/subjects/sh98004051 Risk assessment. http://id.loc.gov/authorities/subjects/sh87002638 Sociétés Évaluation. Actions (Titres de société) Prix. Valeur économique ajoutée. Évaluation du risque. risk assessment. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Corporations Investor relations fast Corporations Valuation fast Economic value added fast Risk assessment fast Stocks Marketing fast Stocks Prices fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85032956 http://id.loc.gov/authorities/subjects/sh85032943 http://id.loc.gov/authorities/subjects/sh85128230 http://id.loc.gov/authorities/subjects/sh98004051 http://id.loc.gov/authorities/subjects/sh87002638 |
| title | Marketing due diligence : reconnecting strategy to share price / |
| title_auth | Marketing due diligence : reconnecting strategy to share price / |
| title_exact_search | Marketing due diligence : reconnecting strategy to share price / |
| title_full | Marketing due diligence : reconnecting strategy to share price / Malcolm McDonald, Brian Smith, Keith Ward. |
| title_fullStr | Marketing due diligence : reconnecting strategy to share price / Malcolm McDonald, Brian Smith, Keith Ward. |
| title_full_unstemmed | Marketing due diligence : reconnecting strategy to share price / Malcolm McDonald, Brian Smith, Keith Ward. |
| title_short | Marketing due diligence : |
| title_sort | marketing due diligence reconnecting strategy to share price |
| title_sub | reconnecting strategy to share price / |
| topic | Corporations Valuation. http://id.loc.gov/authorities/subjects/sh85032956 Corporations Investor relations. http://id.loc.gov/authorities/subjects/sh85032943 Stocks Marketing. Stocks Prices. http://id.loc.gov/authorities/subjects/sh85128230 Economic value added. http://id.loc.gov/authorities/subjects/sh98004051 Risk assessment. http://id.loc.gov/authorities/subjects/sh87002638 Sociétés Évaluation. Actions (Titres de société) Prix. Valeur économique ajoutée. Évaluation du risque. risk assessment. aat BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Corporations Investor relations fast Corporations Valuation fast Economic value added fast Risk assessment fast Stocks Marketing fast Stocks Prices fast |
| topic_facet | Corporations Valuation. Corporations Investor relations. Stocks Marketing. Stocks Prices. Economic value added. Risk assessment. Sociétés Évaluation. Actions (Titres de société) Prix. Valeur économique ajoutée. Évaluation du risque. risk assessment. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Corporations Investor relations Corporations Valuation Economic value added Risk assessment Stocks Marketing Stocks Prices |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=166645 |
| work_keys_str_mv | AT mcdonaldmalcolm marketingduediligencereconnectingstrategytoshareprice AT smithbriand marketingduediligencereconnectingstrategytoshareprice AT wardkeith marketingduediligencereconnectingstrategytoshareprice |