TITLE

Do your marketing strategies create or destroy shareholder value?

AUTHOR(S)
McDonald, Malcolm
PUB. DATE
January 2006
SOURCE
Journal of Database Marketing & Customer Strategy Management;Jan2006, Vol. 13 Issue 2, p102
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article presents views and insights of the author on the use of marketing resource management or marketing operations management for holding marketers accountable for their budgets. The success in capital markets is measured in terms of shareholder value added, having taken account of the risks associated with the declared strategies for the future, the time value of money and the cost of capital. The author also discusses the problem with marketing accountability.
ACCESSION #
20854304

 

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