by Malcolm McDonald (Author), Brian D. Smith (Author), Keith Ward (Author)
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.
Format: Illustrated
Pages: 280
Edition: 2nd
Publisher: Wiley
Published: 23 Aug 2013
ISBN 10: 1119953383
ISBN 13: 9781119953388