Financial Dimensions of Marketing Decisions
Description
Reviews / Votes
"The next evolution of marketing involves greater linkage of marketing activities to value creation. Dave does a great job of laying that out for marketers who are savvy enough to be early adopters." (Tony Pace, President and CEO of the Marketing Accountability Standards Board)"Dave Stewart's brilliant rendition of this book serves as a marketers' guide for making the case for resources to financial decision makers. The powerful content of measuring brand value and customer value as well as managing risk, real options, and portfolio of products provides the necessary guidance for the financial decision makers. A resourceful book at a compelling time!" (V Kumar, Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor of Marketing, Georgia State University, USA )
"Successful marketers must be prepared to justify their expenditures, activities, and outcomes in terms of their contribution to the financial performance of the firm. Stewart's book is an excellent guide for practicing marketing managers and marketing students who wish to increase their value and credibility by translating marketing actions into financial results." (Robert W. Palmatier, John C. Narver Chair in Business Administration and Professor of Marketing, University of Washington, USA)More details
Other editions
Additional editions
Person
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.
Content
1. Introduction.- 2. The Financial Imperative of Marketing.- 3. Business Models: How Firms Make Money.- 4. Estimating Cash Flows.- 5. Intermediate Marketing Outcome Measures and Metrics.- 6. Linking Marketing Outcomes to Financial Performance.- 7. Creating and Measuring Brand Value.- 8. Customer Life Time Value: The Significance of Repeat Business.- 9. Anticipating the Future: Managing Risk and Real Options.- 10. Managing Portfolios of Products.- 11. Marketing Strategy and Financial Performance.- 12. Measurement Beyond the Firm.