Click Here to Download: https://ouo.io/hQwyVd6 Marketing and Finance: Creating Shareholder Value By: Malcolm McDonald, Brian Smith, Keith Ward Publisher: John Wiley & Sons P&T Print ISBN: 9781119953388, 1119953383 eText ISBN: 9781118748893, 1118748891 Edition: 2nd Format: PDF Available from $ 38.24 USD SKU 9781118748893R120 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.
