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Financial Dimensions of Marketing Decisions

  • David W.¬†Stewart

Table of contents

  1. Front Matter
    Pages i-xvi
  2. David W. Stewart
    Pages 1-5
  3. David W. Stewart
    Pages 7-31
  4. David W. Stewart
    Pages 33-47
  5. David W. Stewart
    Pages 49-71
  6. David W. Stewart
    Pages 117-142
  7. David W. Stewart
    Pages 189-208
  8. David W. Stewart
    Pages 209-224
  9. David W. Stewart
    Pages 225-236
  10. Back Matter
    Pages 237-247

About this book

Introduction

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.

Keywords

marketing decision making marketing expenditures customer loyalty innovation marketing budgeting Cash Flows branding

Authors and affiliations

  • David W.¬†Stewart
    • 1
  1. 1.College of Business AdministrationLoyola Marymount UniversityLos Angeles, CAUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-030-15565-0
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-030-15564-3
  • Online ISBN 978-3-030-15565-0
  • Series Print ISSN 2661-8613
  • Series Online ISSN 2661-8621
  • Buy this book on publisher's site
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