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Financial dimensions of marketing de...

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Financial dimensions of marketing decisions

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Financial dimensions of marketing decisionsby David W. Stewart.
作者:	Stewart, David W.
出版者:	Cham :Springer International Publishing :2019.
面頁冊數:	xvi, 247 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Marketing.
電子資源:	https://doi.org/10.1007/978-3-030-15565-0
ISBN:	9783030155650$q(electronic bk.)

Financial dimensions of marketing decisions
Stewart, David W.

Financial dimensions of marketing decisions[electronic resource] /by David W. Stewart. - Cham :Springer International Publishing :2019. - xvi, 247 p. :ill., digital ;24 cm. - Palgrave studies in marketing, organizations and society,2661-8613. - Palgrave studies in marketing, organizations and society..

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.

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.

ISBN: 9783030155650$q(electronic bk.)

Standard No.: 10.1007/978-3-030-15565-0doiSubjects--Topical Terms:

182957
Marketing.

LC Class. No.: HF5415.13 / .S749 2019

Dewey Class. No.: 658.8

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505 0 $a 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.
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