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Produktbild: Marketing and Finance

Marketing and Finance Creating Shareholder Value

49,99 €

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.10.2013

Verlag

John Wiley & Sons Inc

Seitenzahl

288

Maße (L/B/H)

24,6/18,4/2 cm

Gewicht

566 g

Auflage

2nd Updated, Revised edition

Sprache

Englisch

ISBN

978-1-119-95338-8

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

01.10.2013

Verlag

John Wiley & Sons Inc

Seitenzahl

288

Maße (L/B/H)

24,6/18,4/2 cm

Gewicht

566 g

Auflage

2nd Updated, Revised edition

Sprache

Englisch

ISBN

978-1-119-95338-8

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: GPSR Kontakt

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  • Produktbild: Marketing and Finance
  • Foreword by Anne Godfrey, Chief Executive, CIM xi
     
    Foreword by Charles Tilley, Chief Executive, CIMA xiii
     
    Foreword from the First Edition by Sir Michael Perry, GBE xv
     
    A note for busy people: How to get the best out of this book xix
     
    List of figures xxi
     
    List of tables xxv
     
    Part 1 What is Marketing Due Diligence? 1
     
    Chapter 1 The lessons of experience 3
     
    Fast track 3
     
    Introduction 3
     
    Success stories 5
     
    Starbucks: A holistic offer based on insight and culture 5
     
    The Economist: Side stepping in time to the future 6
     
    Yamazaki Mazak: Matching itself to the market 7
     
    Essilor: Growing the pie 8
     
    Failure stories 9
     
    Blockbuster: Left behind 9
     
    Gateway: Playing a zero-sum game 10
     
    Microsoft's Zune: So what's better? 11
     
    Nortel: Playing the wrong game 12
     
    Woolworth's: Failure to focus 13
     
    Seeing a pattern 14
     
    Financial smoke and mirrors 14
     
    Share and share alike 16
     
    Marketing accountability 16
     
    A new approach 18
     
    Chapter 2 A process of Marketing Due Diligence 21
     
    Fast track 21
     
    What is marketing? 22
     
    What is the connection between marketing and shareholder value? 23
     
    What is the Marketing Due Diligence diagnostic process? 25
     
    Explicating the strategy 27
     
    Assessing the risks 29
     
    Assessing shareholder value creation 34
     
    What is the Marketing Due Diligence therapeutic process? 39
     
    Implications of the Marketing Due Diligence process 41
     
    Chapter 3 The implications of implementing Marketing Due Diligence 43
     
    Fast track 43
     
    The linkage to shareholder value 44
     
    The risk and return relationship 45
     
    A focus on absolute returns rather than risk 48
     
    Using probability estimates to adjust for risk 51
     
    Alignment with capital markets 56
     
    Turning Marketing Due Diligence into a financial value 57
     
    Adjusting marketing planning outcomes 57
     
    Placing the adjusted fi nancial return into context 58
     
    Allowing for 'capital at risk' 60
     
    Highlighting deficiencies and key risks 62
     
    Implications for users 63
     
    Part 2 The Marketing Due Diligence Diagnostic Process 65
     
    Chapter 4 Assessing market risk 67
     
    Fast track 67
     
    Some important background to what constitutes 'success' 68
     
    Short-term success 68
     
    Strategy and tactics 70
     
    The strategic marketing plan 71
     
    Market risk 71
     
    The meaning of 'product' and 'market' 72
     
    Combining product and market 77
     
    Product/market growth or decline 78
     
    Product and market combined 82
     
    Market risk assessment 86
     
    Conclusion 93
     
    Chapter 5 Assessing share risk 97
     
    Fast track 97
     
    What do we mean by share risk? 98
     
    How do we assess share risk? 100
     
    Assessing target market risk 101
     
    Assessing proposition risk 103
     
    Assessing SWOT risk 106
     
    Assessing uniqueness risk 108
     
    Assessing future risk 110
     
    Assessing other sources of share risk 113
     
    Aggregating and applying share risk 116
     
    Step 1: Explicate the marketing strategy 117
     
    Step 2: Assess the explicated strategy against the sub-components of share risk 117
     
    Step 3: Aggregate the sub-components into an overall assessment of share risk 119
     
    Step 4: Identify the growth component of the strategy 120
     
    Step 5: Moderate the growth component of the strategy to allow for risk 121
    &nbs