The marketing and finance solution : how marketing due diligence delivers shareholder value

Online-Ressource

Revision of the author's Marketing due diligence

Includes bibliographical references and index

Foreword for second edition -- Foreword from first edition / by Sir Michael Perry, GBE -- List of figure -- List of tables -- What is marketing due diligence? -- Chapter title to be added when title of book is decided[sh1] -- A process of marketing due diligence -- The implications of implementing marketing due diligence -- The marketing due diligence diagnostic process -- Assessing market risk -- Afterword: what to do now -- References and further reading.

Cover; Contents; Title; Copyright; Dedication; Foreword; Foreword from the First Edition; A note for busy people: How to get the best out of this book; List of figures; List of tables; Part 1: What is Marketing Due Diligence?; Chapter 1: The lessons of experience; Introduction; Success stories; Failure stories; Seeing a pattern; A new approach; Endnotes; Chapter 2: A process of Marketing Due Diligence; What is marketing?; What is the connection between marketing and shareholder value?; What is the Marketing Due Diligence diagnostic process?

What is the Marketing Due Diligence therapeutic process?Implications of the Marketing Due Diligence process; Chapter 3: The implications of implementing Marketing Due Diligence; The linkage to shareholder value; The risk and return relationship; A focus on absolute returns rather than risk; Using probability estimates to adjust for risk; Alignment with capital markets; Turning Marketing Due Diligence into a financial value; Highlighting deficiencies and key risks; Implications for users; Part 2: The Marketing Due Diligence Diagnostic Process; Chapter 4: Assessing market risk

Some important background to what constitutes 'success'Market risk; Conclusion; Chapter 5: Assessing share risk; What do we mean by share risk?; How do we assess share risk?; Aggregating and applying share risk; The outcomes of share risk assessment; Chapter 6: Assessing profit risk; Introduction; Profit pool risk; Profit sources risk; Competitor impact risk; Internal gross margin risk; Other costs risk; Summary; Part 3: The Marketing Due Diligence Therapeutic Process; Chapter 7: The key role of market definition and segmentation; Introduction; Correct market definition; Market mapping

Chapter 8: Creating strategies that create shareholder valueStarting from where we are; Understanding and managing market risk; Understanding and managing share risk; Understanding and managing profit risk; Summary and conclusions; Chapter 9: Managing high-risk marketing strategies; Allowing for risk; Risk equals volatility; Controllable versus uncontrollable volatility; Using real option analysis; Summary; Chapter 10: Fast track: A summary and reminder of the marketing and finance interface; The lessons of experience; A process of Marketing Due Diligence

The implications of implementing Marketing Due DiligenceAssessing market risk; Assessing share risk; Assessing profit risk; The key role of market definition and segmentation; Creating strategies that create shareholder value; Managing high-risk marketing strategies; Afterword: What to do now; References and further reading; Index

ECONIS - Online Catalogue of the ZBW