Marketing due diligence : reconnecting strategy to share price
著者
書誌事項
Marketing due diligence : reconnecting strategy to share price
Elsevier Butterworth-Heinemann, 2006
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注記
Includes bibliographical references (p. [229]-230) and index
内容説明・目次
内容説明
At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.
目次
A note for busy people: How to get the best out of this bookPart 1 What is Marketing Due Diligence?Chapter 1: Why Chief Executive Officers must demand a revolutionary new approach from their Chief Marketing OfficersChapter 2: A process of Marketing Due DiligenceChapter 3: The implications of implementing Marketing Due DiligencePart 2 The Marketing Due Diligence Diagnostic ProcessChapter 4: Assessing market riskChapter 5: Assessing share riskChapter 6: Assessing profit riskPart 3 The Marketing Due Diligence Therapeutic ProcessChapter 7: The key role of market definition and segmentationChapter 8: Creating strategies that create shareholder valueChapter 9: Managing high risk marketing strategiesChapter 10: Fast TrackAfterword: What to do nowReferences and further reading
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