Handbook of marketing and finance
Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's con...
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| Format: | eBook |
| Language: | English |
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Cheltenham, U.K
Edward Elgar
c2012
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area pt. 1. Metrics and methods -- pt. 2. Creating, communicating, delivering, and sustaining value and firm performance -- pt. 3. Marketing actions and value destruction |
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| Physical Description: | x, 322 p ill |
| ISBN: | 9781849806046 9781849802727 |