Marketing and Finance

Marketing and Finance

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Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.Yet Microsoft Zune failed completelyfi In the first six months, it sold only 1.2 million units and in the next year sold less ... of its technical innovations made any difference and technical problems, such as software glitches, added to its problems.

Title:Marketing and Finance
Author:Malcolm McDonald, Brian Smith, Keith Ward
Publisher:John Wiley & Sons - 2013-08-13


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