Téléchargez le livre : Financial Dimensions of Marketing Decisions

Financial Dimensions of Marketing Decisions



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Éditeur :

Palgrave Macmillan


Paru le : 2019-05-04



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Description
This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.
Pages
247 pages
Collection
n.c
Parution
2019-05-04
Marque
Palgrave Macmillan
EAN papier
9783030155643
EAN PDF
9783030155650
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
24
Taille du fichier
5181 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
158,24 €
EAN EPUB
9783030155650
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
24
Taille du fichier
5151 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
158,24 €

David W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA and Vice President for Publications of the American Marketing Association. Prior to joining the faculty at LMU, he held tenured faculty appointments and various administrative roles at Vanderbilt University, the University of Southern California, and University of California, Riverside. Dr. Stewart is a past Editor of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Public Policy and Marketing. He currently serves as Chair of the Marketing Accountability Standards Board.

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