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Marketing due diligence : reconnecting strategy to share price

Author: Malcolm McDonald; Keith Ward; Brian D Smith
Publisher: Oxford : Butterworth-Heinemann, ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

The ultimate test of marketing investment is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. This book explains the principles and  Read more...

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Document Type: Book
All Authors / Contributors: Malcolm McDonald; Keith Ward; Brian D Smith
ISBN: 9780750683425 0750683422
OCLC Number: 81453671
Description: xv, 238 pages
Responsibility: Malcolm McDonald, Keith Ward, Brian D. Smith.

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