Marketing Due Diligence
Reconnecting Strategy to Share Price
- 1st Edition - October 17, 2005
- Imprint: Butterworth-Heinemann
- Authors: Malcolm McDonald, Keith Ward, Brian Smith
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 4 5 9 4 2 - 4
At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is… Read more
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Request a sales quoteAt the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.
* Top level Cranfield based author team utilising latest Cranfield in-company research* Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value* Systematic and practical approach so that it can be used by both practitioners and students
Marketing Directors and Snr Marketing ExecutivesFinance Directors and Snr Finance ExecutivesMBA Marketing and Financial Strategy coursesMembers of CIM SIGS in finance /CIM members
A note for busy people: How to get the best out of this bookPart 1 What is Marketing Due Diligence?Chapter 1: Why Chief Executive Officers must demand a revolutionary new approach from their Chief Marketing OfficersChapter 2: A process of Marketing Due DiligenceChapter 3: The implications of implementing Marketing Due DiligencePart 2 The Marketing Due Diligence Diagnostic ProcessChapter 4: Assessing market riskChapter 5: Assessing share riskChapter 6: Assessing profit riskPart 3 The Marketing Due Diligence Therapeutic ProcessChapter 7: The key role of market definition and segmentationChapter 8: Creating strategies that create shareholder valueChapter 9: Managing high risk marketing strategiesChapter 10: Fast TrackAfterword: What to do nowReferences and further reading
- Edition: 1
- Published: October 17, 2005
- Imprint: Butterworth-Heinemann
- No. of pages: 300
- Language: English
- eBook ISBN: 9780080459424
MM
Malcolm McDonald
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
Affiliations and expertise
Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UKKW
Keith Ward
Affiliations and expertise
Visiting Professor of Financial Strategy, Cranfield School of Management, UKBS
Brian Smith
Affiliations and expertise
Managing Consultant, PragMedic and Doctoral Researcher at Cranfield University, UK.