Marketing and Finance

Marketing and Finance

AngličtinaEbook
McDonald, Malcolm
WILEY
EAN: 9781118748763
Dostupné online
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Podrobné informace

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.
EAN 9781118748763
ISBN 111874876X
Typ produktu Ebook
Vydavatel WILEY
Datum vydání 13. srpna 2013
Jazyk English
Země Uruguay
Autoři McDonald, Malcolm; Smith, Brian D.; Ward, Keith
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