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.
Autorentext
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.
Inhalt
Chapter 1 Introduction
Chapter 2 The Financial Imperative of Marketing
Chapter 3 Business Models: How Firms Make Money
Chapter 4 Estimating Cash Flows
Chapter 5 Intermediate Marketing Outcome Measures and Metrics
Chapter 6 Linking Marketing Outcomes to Financial Performance
Chapter 7 Creating and Measuring Brand Value
Chapter 8 Customer Life Time Value: The Significance of Repeat Business
Chapter 9 Anticipating the Future: Managing Risk and Real Options
Chapter 10 Managing Portfolios of Products &...