Marketing Due Diligence

  • ID: 2252718
  • Book
  • 256 Pages
  • Elsevier Science and Technology
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The 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-

. Does the promised market exist?
. Will the strategy deliver the market share promised?
. Will 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 business

Surely, 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?

* Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing shareholder value
* Systematic and practical approach useful for both practitioners and students
* New paperback edition
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A note for busy people: How to get the best out of this book
Part 1 What is Marketing Due Diligence?
Chapter 1: Why Chief Executive Officers must demand a revolutionary new approach from their Chief Marketing Officers
Chapter 2: A process of Marketing Due Diligence
Chapter 3: The implications of implementing Marketing Due Diligence
Part 2 The Marketing Due Diligence Diagnostic Process
Chapter 4: Assessing market risk
Chapter 5: Assessing share risk
Chapter 6: Assessing profit risk
Part 3 The Marketing Due Diligence Therapeutic Process
Chapter 7: The key role of market definition and segmentation
Chapter 8: Creating strategies that create shareholder value
Chapter 9: Managing high risk marketing strategies
Chapter 10: Fast Track
Afterword: What to do now
References and further reading
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McDonald, Malcolm
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
Ward, Keith
Smith, Brian
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