عنوان
پدید آورنده
موضوع
رده
HF5415.13
HF5415
.
13
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
303015565X
(Number (ISBN
9783030155650
Erroneous ISBN
9783030155643
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
Financial dimensions of marketing decisions /
General Material Designation
[Book]
First Statement of Responsibility
David W. Stewart.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Cham :
Name of Publisher, Distributor, etc.
Palgrave Macmillan,
Date of Publication, Distribution, etc.
[2019]
Date of Publication, Distribution, etc.
©2019
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
1 online resource (xvi, 247 pages) :
Other Physical Details
illustrations
SERIES
Series Title
Palgrave studies in marketing, organizations and society
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references and index.
CONTENTS NOTE
Text of Note
The Financial Imperative of Marketing -- Business Models: How Firms Make Money -- Estimating Cash Flows -- Intermediate Marketing Outcome Measures and Metrics -- Linking Marketing Outcomes to Financial Performance -- Creating and Measuring Brand Value -- Customer Lifetime Value: The Significance of Repeat Business -- Anticipating the Future: Managing Risk and Real Options -- Managing Portfolios of Products -- Marketing Strategy and Financial Performance -- Measurement Beyond the Firm.
0
SUMMARY OR ABSTRACT
Text of Note
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.
ACQUISITION INFORMATION NOTE
Source for Acquisition/Subscription Address
Springer Nature
Stock Number
com.springer.onix.9783030155650
TOPICAL NAME USED AS SUBJECT
Business enterprises-- Finance.
Marketing.
BUSINESS & ECONOMICS-- Industrial Management.
BUSINESS & ECONOMICS-- Management Science.
BUSINESS & ECONOMICS-- Management.
BUSINESS & ECONOMICS-- Organizational Behavior.
Business enterprises-- Finance.
Marketing.
(SUBJECT CATEGORY (Provisional
BUS-- 041000
BUS-- 042000
BUS-- 082000
BUS-- 085000
DEWEY DECIMAL CLASSIFICATION
Number
658
.
8
Edition
23
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HF5415
.
13
PERSONAL NAME - PRIMARY RESPONSIBILITY
Stewart, David W.
ORIGINATING SOURCE
Date of Transaction
20200823084552.0
Cataloguing Rules (Descriptive Conventions))
pn
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
