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Table of Contents
Intro; Acknowledgments; Praise for Financial Dimensions of Marketing Decisions; Contents; About the Author; List of Figures; List of Tables; Chapter 1: Introduction; An Example; Why Does This Book Exist?; What You Will Get Out of This Book; What's Inside; References; Chapter 2: The Financial Imperative of Marketing; Finance and Marketing: A Quick Take; The Income Statement; Margins; The Balance Sheet; The Statement of Cash Flows; Budgeting for Marketing, with an Eye on Corporate Finance; It's About Customers; Capital Budgeting; The Role of Intangible Assets; The Marketing Budgeting Decision
Factoring Future Cash Flows into Marketing Budgeting/Investment DecisionsSome Simple Formulas to Guide Planning; The Marketing Budgeting Process; Types of Marketing Plans and Budgets; Market Penetration Strategy; Market Development Strategy; Product Development Strategy; Diversification Strategy; Market and Product Interactions; Conclusion; Appendix: A Primer on Discount Rates; References; Chapter 3: Business Models: How Firms Make Money; What Is a Business Model?; Unpacking a "Simple" Business Model; The Value Chain; Elements of a Business Model; The Served Market; An Organizing Structure
Revenue GenerationSustainability; Financial Dimensions of Business Models; Margin; Velocity; Return on Assets (ROA); Leverage; Return on Equity (ROE); Types of Business Models; Conclusion; References; Chapter 4: Estimating Cash Flows; How Marketing Generates Cash Flow; Customer Acquisition and Retention; More Sales from Existing Customers; Share of Wallet; Revenues, Contribution, Cash Flow, and Profits; Total Versus Incremental Cash Flows and Cannibalization; Estimating Revenues and Cash Flow; Product Value and Net Present Value; Cash Flow and Product Value Estimation Example
Discount Rate ChangeChanges in Price and Margin; Changes in Market Share and Distribution; Incremental Effects; Estimating Costs; Break-Even Volume and Revenue; Pitfalls in Estimating Cash Flow; Sunk Costs; Optimism Bias; Selection Bias; The Need to Review Previous Efforts; Conclusion; Appendix: A Primer on Cost Accounting; References; Chapter 5: Intermediate Marketing Outcome Measures and Metrics; Overview of Intermediate Marketing Outcome Measures and Metrics; Measures Versus Metrics; Descriptive Versus Predictive Measures; Diagnostic Versus Evaluative Measures
Process Performance Versus Outcome MetricsDirect Versus Derived Measures; Absolute Versus Relative Measures; Measures of Efficiency Versus Measures of Effectiveness; Beware of Measures Bearing the Same Name; Selecting the Right Measures and Metrics; A Simple Illustration; Conclusion; References; Chapter 6: Linking Marketing Outcomes to Financial Performance; How Marketing Influences Sales and Margins; Finding the Baseline Sales Level; Marketing Outcomes Versus Baseline Case Example: Toothpaste at Retail; Reliable and Valid Measures of Intermediate Marketing Outcomes; Marketing Mix Modeling
Factoring Future Cash Flows into Marketing Budgeting/Investment DecisionsSome Simple Formulas to Guide Planning; The Marketing Budgeting Process; Types of Marketing Plans and Budgets; Market Penetration Strategy; Market Development Strategy; Product Development Strategy; Diversification Strategy; Market and Product Interactions; Conclusion; Appendix: A Primer on Discount Rates; References; Chapter 3: Business Models: How Firms Make Money; What Is a Business Model?; Unpacking a "Simple" Business Model; The Value Chain; Elements of a Business Model; The Served Market; An Organizing Structure
Revenue GenerationSustainability; Financial Dimensions of Business Models; Margin; Velocity; Return on Assets (ROA); Leverage; Return on Equity (ROE); Types of Business Models; Conclusion; References; Chapter 4: Estimating Cash Flows; How Marketing Generates Cash Flow; Customer Acquisition and Retention; More Sales from Existing Customers; Share of Wallet; Revenues, Contribution, Cash Flow, and Profits; Total Versus Incremental Cash Flows and Cannibalization; Estimating Revenues and Cash Flow; Product Value and Net Present Value; Cash Flow and Product Value Estimation Example
Discount Rate ChangeChanges in Price and Margin; Changes in Market Share and Distribution; Incremental Effects; Estimating Costs; Break-Even Volume and Revenue; Pitfalls in Estimating Cash Flow; Sunk Costs; Optimism Bias; Selection Bias; The Need to Review Previous Efforts; Conclusion; Appendix: A Primer on Cost Accounting; References; Chapter 5: Intermediate Marketing Outcome Measures and Metrics; Overview of Intermediate Marketing Outcome Measures and Metrics; Measures Versus Metrics; Descriptive Versus Predictive Measures; Diagnostic Versus Evaluative Measures
Process Performance Versus Outcome MetricsDirect Versus Derived Measures; Absolute Versus Relative Measures; Measures of Efficiency Versus Measures of Effectiveness; Beware of Measures Bearing the Same Name; Selecting the Right Measures and Metrics; A Simple Illustration; Conclusion; References; Chapter 6: Linking Marketing Outcomes to Financial Performance; How Marketing Influences Sales and Margins; Finding the Baseline Sales Level; Marketing Outcomes Versus Baseline Case Example: Toothpaste at Retail; Reliable and Valid Measures of Intermediate Marketing Outcomes; Marketing Mix Modeling