マーケティングの意思決定と財務<br>Financial Dimensions of Marketing Decisions〈1st ed. 2019〉

個数：1
紙書籍版価格
¥32,327
  • 電子書籍

マーケティングの意思決定と財務
Financial Dimensions of Marketing Decisions〈1st ed. 2019〉

  • 著者名：Stewart, David W.
  • 価格 ¥25,561 （本体¥23,238）
  • Palgrave Macmillan（2019/05/04発売）
  • ポイント 232pt　（実際に付与されるポイントはご注文内容確認画面でご確認下さい）
  • 言語：ENG
  • ISBN：9783030155643
  • eISBN：9783030155650

ファイル： /

Description

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.

Table of Contents

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.