Marketing and finance : creating shareholder value / Malcolm McDonald, Brian D. Smith, Keith Ward.

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 incre...

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Bibliographic Details

Online Access:	Full Text (via Wiley)
Main Author:	McDonald, Malcolm
Other Authors:	Smith, Brian D. (Brian David), 1961-, Ward, Keith, 1949-
Other title:	Marketing due diligence
Format:	eBook
Language:	English
Published:	Hoboken : Wiley, 2013.
Edition:	2nd edition
Subjects:	Corporations > Valuation. Corporations > Investor relations. Stocks > Marketing. Stocks > Prices. Economic value added. Risk assessment.