Financial Dimensions of Marketing Decisions

by David W Stewart and David W. Stewart

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 3030155641
• ISBN13: 9783030155643
• Release Date: June 2019
• Publisher: Palgrave MacMillan
• Length: 247 Pages
• Weight: 1.03 lbs.
• Dimensions: 0.6" x 5.8" x 8.3"