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OverviewFull Product DetailsAuthor: David W. StewartPublisher: Springer Nature Switzerland AG Imprint: Springer Nature Switzerland AG Edition: 1st ed. 2019 Weight: 0.473kg ISBN: 9783030155643ISBN 10: 3030155641 Pages: 247 Publication Date: 13 June 2019 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsChapter 1 Introduction Chapter 2 The Financial Imperative of Marketing Chapter 3 Business Models: How Firms Make Money Chapter 4 Estimating Cash Flows Chapter 5 Intermediate Marketing Outcome Measures and Metrics Chapter 6 Linking Marketing Outcomes to Financial Performance Chapter 7 Creating and Measuring Brand Value Chapter 8 Customer Life Time Value: The Significance of Repeat Business Chapter 9 Anticipating the Future: Managing Risk and Real Options Chapter 10 Managing Portfolios of Products Chapter 11 Marketing Strategy and Financial Performance Chapter 12 Measurement Beyond the FirmReviewsAuthor InformationDavid W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA and Vice President for Publications of the American Marketing Association. Prior to joining the faculty at LMU, he held tenured faculty appointments and various administrative roles at Vanderbilt University, the University of Southern California, and University of California, Riverside. Dr. Stewart is a past Editor of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Public Policy and Marketing. He currently serves as Chair of the Marketing Accountability Standards Board. Tab Content 6Author Website:Countries AvailableAll regions |
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