Overview

This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.

Full Product Details

Author:   David W. Stewart
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   1st ed. 2019
Weight:   0.349kg
ISBN:  

9783030155674

ISBN 10:   3030155676
Pages:   247
Publication Date:   14 August 2020
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

Chapter 1 Introduction                                                                                                            Chapter 2 The Financial Imperative of Marketing                                                               Chapter 3 Business Models: How Firms Make Money                                                                Chapter 4 Estimating Cash Flows                                                                                          Chapter 5 Intermediate Marketing Outcome Measures and Metrics                                  Chapter 6 Linking Marketing Outcomes to Financial Performance                                     Chapter 7 Creating and Measuring Brand Value                                                                  Chapter 8 Customer Life Time Value: The Significance of Repeat Business                        Chapter 9 Anticipating the Future: Managing Risk and Real Options                                  Chapter 10 Managing Portfolios of Products                                                                         Chapter 11 Marketing Strategy and Financial Performance                                                 Chapter 12 Measurement Beyond the Firm                                                                           

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Author Information

David W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA and Vice President for Publications of the American Marketing Association. Prior to joining the faculty at LMU, he held tenured faculty appointments and various administrative roles at Vanderbilt University, the University of Southern California, and University of California, Riverside. Dr. Stewart is a past Editor of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Public Policy and Marketing. He currently serves as Chair of the Marketing Accountability Standards Board.

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