| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2019936177 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9783030155643 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Call number |
658.8 ST FI |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Authors |
Stewart, David W. |
| TITLE STATEMENT |
|---|
| Title |
Financial dimensions of marketing decisions |
| Statement of responsibility, etc |
David W Stewart |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
New York, NY : |
| Publisher |
Palgrave Macmillan, |
| Date |
c2019. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 247 p. : |
| Other Details |
ill. ; |
| Size |
23 cm. |
| SERIES STATEMENT |
|---|
| Series statement |
Palgrave studies in marketing, organizations and society ; |
| Volume number |
16292 |
| SUMMARY |
|---|
| 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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Marketing |
| MAIN ENTRY--PERSONAL NAME |
|---|
| -- |
30412 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
3 |