Marketing due diligence : reconnecting strategy to share price / Malcolm McDonald, Brian Smith, Keith Ward.

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability....

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Bibliographic Details
Main Author: McDonald, Malcolm.
Other Authors: Smith, Brian D. 1961-, Ward, Keith, 1949-
Format: Book
Published: Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2006.
Online Access:CONNECT