Financial Dimensions of Marketing Decisions

By:

David W. Stewart

Format:

Hardback

Series:

Palgrave Studies in Marketing, Organizations and Society

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Description

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.

Author Biography:

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.

Release date NZ

June 13th, 2019

Author

David W. Stewart

Audience

Professional & Vocational

Edition

1st ed. 2019

Illustrations

31 Illustrations, black and white; XVI, 247 p. 31 illus.

Pages

247

Series

Palgrave Studies in Marketing, Organizations and Society

ISBN-13

9783030155643

Product ID

29777710

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