Marketing and Finance: Creating Shareholder Value

by Malcolm McDonald, Keith Ward, Brian W. Smith

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly,... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1119953383
• ISBN13: 9781119953388
• Release Date: September 2013
• Publisher: Wiley
• Length: 288 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.6" x 7.4" x 9.7"