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000890219 020__ $$a9783030155650$$q(electronic book)
000890219 020__ $$a303015565X$$q(electronic book)
000890219 020__ $$z9783030155643
000890219 035__ $$aSP(OCoLC)on1100071349
000890219 035__ $$aSP(OCoLC)1100071349
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000890219 049__ $$aISEA
000890219 050_4 $$aHF5415.13
000890219 08204 $$a658.8$$223
000890219 1001_ $$aStewart, David W.,$$eauthor.
000890219 24510 $$aFinancial dimensions of marketing decisions /$$cDavid W. Stewart.
000890219 264_1 $$aCham :$$bPalgrave Macmillan,$$c[2019]
000890219 264_4 $$c©2019
000890219 300__ $$a1 online resource :$$billustrations.
000890219 336__ $$atext$$btxt$$2rdacontent
000890219 337__ $$acomputer$$bc$$2rdamedia
000890219 338__ $$aonline resource$$bcr$$2rdacarrier
000890219 4901_ $$aPalgrave studies in marketing, organizations and society
000890219 504__ $$aIncludes bibliographical references and index.
000890219 5050_ $$aIntro; Acknowledgments; Praise for Financial Dimensions of Marketing Decisions; Contents; About the Author; List of Figures; List of Tables; Chapter 1: Introduction; An Example; Why Does This Book Exist?; What You Will Get Out of This Book; What's Inside; References; Chapter 2: The Financial Imperative of Marketing; Finance and Marketing: A Quick Take; The Income Statement; Margins; The Balance Sheet; The Statement of Cash Flows; Budgeting for Marketing, with an Eye on Corporate Finance; It's About Customers; Capital Budgeting; The Role of Intangible Assets; The Marketing Budgeting Decision
000890219 5058_ $$aFactoring 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
000890219 5058_ $$aRevenue GenerationSustainability; Financial Dimensions of Business Models; Margin; Velocity; Return on Assets (ROA); Leverage; Return on Equity (ROE); Types of Business Models; Conclusion; References; Chapter 4: Estimating Cash Flows; How Marketing Generates Cash Flow; Customer Acquisition and Retention; More Sales from Existing Customers; Share of Wallet; Revenues, Contribution, Cash Flow, and Profits; Total Versus Incremental Cash Flows and Cannibalization; Estimating Revenues and Cash Flow; Product Value and Net Present Value; Cash Flow and Product Value Estimation Example
000890219 5058_ $$aDiscount 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
000890219 5058_ $$aProcess Performance Versus Outcome MetricsDirect Versus Derived Measures; Absolute Versus Relative Measures; Measures of Efficiency Versus Measures of Effectiveness; Beware of Measures Bearing the Same Name; Selecting the Right Measures and Metrics; A Simple Illustration; Conclusion; References; Chapter 6: Linking Marketing Outcomes to Financial Performance; How Marketing Influences Sales and Margins; Finding the Baseline Sales Level; Marketing Outcomes Versus Baseline Case Example: Toothpaste at Retail; Reliable and Valid Measures of Intermediate Marketing Outcomes; Marketing Mix Modeling
000890219 506__ $$aAccess limited to authorized users.
000890219 520__ $$aThis book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.
000890219 588__ $$aOnline resource ; title from PDF title page (viewed May 7, 2019).
000890219 650_0 $$aMarketing.
000890219 650_0 $$aBusiness enterprises$$xFinance.
000890219 830_0 $$aPalgrave studies in marketing, organizations and society.
000890219 852__ $$bebk
000890219 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-030-15565-0$$zOnline Access$$91397441.1
000890219 909CO $$ooai:library.usi.edu:890219$$pGLOBAL_SET
000890219 980__ $$aEBOOK
000890219 980__ $$aBIB
000890219 982__ $$aEbook
000890219 983__ $$aOnline
000890219 994__ $$a92$$bISE