Financial Dimensions of Marketing Decisions

Business & Finance, Management & Leadership, Planning & Forecasting, Marketing & Sales
Cover of the book Financial Dimensions of Marketing Decisions by David W. Stewart, Springer International Publishing
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Author: David W. Stewart ISBN: 9783030155650
Publisher: Springer International Publishing Publication: May 4, 2019
Imprint: Palgrave Macmillan Language: English
Author: David W. Stewart
ISBN: 9783030155650
Publisher: Springer International Publishing
Publication: May 4, 2019
Imprint: Palgrave Macmillan
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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