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portada Financial Dimensions of Marketing Decisions (Palgrave Studies in Marketing, Organizations and Society)
Type
Physical Book
Publisher
Author
Year
2019
Language
English
Pages
247
Format
Hardcover
ISBN13
9783030155643
Edition No.
1
Categories

Financial Dimensions of Marketing Decisions (Palgrave Studies in Marketing, Organizations and Society)

David W. Stewart (Author) · Palgrave Macmillan · Hardcover

Financial Dimensions of Marketing Decisions (Palgrave Studies in Marketing, Organizations and Society) - David W. Stewart

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Synopsis "Financial Dimensions of Marketing Decisions (Palgrave Studies in Marketing, Organizations and Society) "

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.

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The binding of this edition is Hardcover.

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