Marketing and Finance: Creating Shareholder Value

by Malcolm McDonald (Author), Brian D. Smith (Author), Keith Ward (Author)

• New

  Illustrated
  2013

  $38.17

  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.