| 000 | 01110nam a22001935i 4500 | ||
|---|---|---|---|
| 999 |
_c36234 _d36234 |
||
| 001 | 20874680 | ||
| 010 | _a 2019936177 | ||
| 020 | _a9783030155643 | ||
| 040 | _aUOWD | ||
| 082 | _a658.8 ST FI | ||
| 100 |
_aStewart, David W. _930412 |
||
| 245 | 0 | 0 |
_aFinancial dimensions of marketing decisions _cDavid W Stewart |
| 260 |
_aNew York, NY : _bPalgrave Macmillan, _cc2019. |
||
| 300 |
_axvi, 247 p. : _bill. ; _c23 cm. |
||
| 490 | 0 |
_aPalgrave studies in marketing, organizations and society ; _v16292 |
|
| 520 | _aThis 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. | ||
| 650 |
_aMarketing _93 |
||
| 942 |
_2ddc _cREGULAR |
||