Palgrave Studies in Marketing, Organizations and Society

Stewart, David W.

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 long-term investments for purposes of evaluating and ranking the funding of proposed projects.

Details

Published by: Palgrave Macmillan

Publication Date: 2019-06-13

Format: Hardcover

ISBN-13: 9783030155643

DOI: 10.1007/978-3-030-15565-0

Dimensions: 210cm x148cm

Pages: 247