{"product_id":"marketing-due-diligence-reconnecting-strategy-to-share-price-paperback-9780750683425","title":"Marketing Due Diligence; Reconnecting Strategy to Share Price (Paperback) 9780750683425","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Due Diligence\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eReconnecting Strategy to Share Price\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003eMaking Marketing Accountable\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMalcolm McDonald (Author), Keith Ward (Author), Brian Smith (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780750683425, Elsevier Science\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback, published 8 January 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e256 pages\u003cbr\u003e24.6 x 18.7 x 1.7 cm, 0.47 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThe ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-•\tDoes the promised market exist?•\tWill the strategy deliver the market share promised?•\tWill the market share create shareholder value?This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern businessSurely, the time has come for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added?\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Sales \u0026amp; marketing [\u003ca title=\"See our other books on Sales \u0026amp; marketing\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Sales%20\u0026amp;%20marketing%20%5BKJS%5D%22\"\u003eKJS\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Butterworth-Heinemann","offers":[{"title":"Default Title","offer_id":46648665473304,"sku":"9780750683425","price":30.68,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9780750683425.jpg?v=1694093183","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-due-diligence-reconnecting-strategy-to-share-price-paperback-9780750683425","provider":"Freshly Printed Books","version":"1.0","type":"link"}