Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
- ISBN13 9781118748763
- Publish Date 13 August 2013 (first published 6 August 2013)
- Publish Status Active
- Publish Country US
- Imprint John Wiley & Sons Inc
- Edition 2nd Revised edition
- Format eBook (EPUB)
- Pages 288
- Language English
- URL http://wiley.com/remtitle.cgi?isbn=111874876X