Financial dimensions of marketing decisions / David W. Stewart.
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 focuse...
Saved in:
| Main Author: | |
|---|---|
| Format: | Ebook |
| Language: | English |
| Published: |
Cham :
Palgrave Macmillan,
[2019]
|
| Series: | Palgrave studies in marketing, organizations and society.
|
| Subjects: | |
| Online Access: | Springer eBooks |
| Summary: | 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. |
|---|---|
| Physical Description: | 1 online resource (xvi, 247 pages) : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 3030155641 9783030155643 303015565X 9783030155650 |