Marketing and Finance: Creating Shareholder Value

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 incre...

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Bibliographic Details
Main Authors: McDonald, Malcolm (Author), Smith, Brian (Author), Ward, Keith (Author)
Corporate Author: Safari, an O’Reilly Media Company.
Format: Electronic eBook
Published: Wiley, 2013.
Edition:1st edition
Online Access:CONNECT