Marketing and Finance
Download or Read eBook Marketing and Finance PDF written by Malcolm McDonald and published by John Wiley & Sons. This book was released on 2013-08-06 with total page 283 pages. Available in PDF, EPUB and Kindle.
| Author | : Malcolm McDonald |
| Publisher | : John Wiley & Sons |
| Total Pages | : 283 |
| Release | : 2013-08-06 |
| ISBN-10 | : 9781118748893 |
| ISBN-13 | : 1118748891 |
| Rating | : 4/5 (93 Downloads) |
Book Synopsis Marketing and Finance by : Malcolm McDonald
Book excerpt: Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
