Financial dimensions of marketing decisions
著者
書誌事項
Financial dimensions of marketing decisions
（Palgrave studies in marketing, organizations and society）
Palgrave Macmillan, c2019
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注記
"This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG ... Cham, Switzerland"--T.p. verso
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
Chapter 1 Introduction
Chapter 2 The Financial Imperative of Marketing
Chapter 3 Business Models: How Firms Make Money
Chapter 4 Estimating Cash Flows
Chapter 5 Intermediate Marketing Outcome Measures and Metrics
Chapter 6 Linking Marketing Outcomes to Financial Performance
Chapter 7 Creating and Measuring Brand Value
Chapter 8 Customer Life Time Value: The Significance of Repeat Business
Chapter 9 Anticipating the Future: Managing Risk and Real Options
Chapter 10 Managing Portfolios of Products
Chapter 11 Marketing Strategy and Financial Performance
Chapter 12 Measurement Beyond the Firm
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