Financial dimensions of marketing decisions
By: Stewart, David W
Material type:
BookSeries: Palgrave studies in marketing, organizations and society ; 16292.Publisher: New York, NY : Palgrave Macmillan, c2019.Description: xvi, 247 p. : ill. ; 23 cm.ISBN: 9783030155643Subject(s): MarketingDDC classification: 658.8 ST FI
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.
| Item type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 ST FI (Browse shelf) | Available | July2019 | T0062738 |
Total holds: 0
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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.