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Marketing Due Diligence.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing Due Diligence./
Author:	McDonald, Malcolm.
other author:	Ward, Keith.
Description:	1 online resource (257 pages)
Online resource:	Click to View
ISBN:	9781280752124

Marketing Due Diligence.
McDonald, Malcolm.

Marketing Due Diligence. - 1 online resource (257 pages)

Intro -- Marketing Due Diligence: Reconnecting Strategy to Share Price -- Copyright Page -- Contents -- Foreword -- A note for busy people: how to get the best out of this book -- List of figures -- List of tables -- Part 1 What is Marketing Due Diligence? -- Chapter 1 Why Chief Executive Officers must demand a revolutionary new approach from their Chief Marketing Officers -- Fast track -- Why many CEOs despair of marketing -- Challenges facing all organizations today -- Market maturity -- Globalization -- Customer power -- Impact on business from lack of customer focus -- From tactics to strategy -- The failure of marketing? -- The pivotal importance of marketing to business leaders -- Marketing's role in value creation -- What should marketing be doing? -- Marketing Due Diligence is different -- Three distinct levels for measuring marketing effectiveness -- Chapter 2 A process of Marketing Due Diligence -- Fast track -- What is marketing? -- What is the connection between marketing and shareholder value? -- What is the Marketing Due Diligence diagnostic process? -- Explicating the strategy -- Assessing the risks -- What is the Marketing Due Diligence therapeutic process? -- Implications of the Marketing Due Diligence process -- Chapter 3 The implications of implementing Marketing Due Diligence -- Fast track -- The linkage to shareholder value -- The risk and return relationship -- A focus on absolute returns rather than risk -- Using probability estimates to adjust for risk -- Alignment with capital markets -- Turning Marketing Due Diligence into a financial value -- Adjusting marketing planning outcomes -- Placing the adjusted financial return into context -- Allowing for 'capital at risk' -- Highlighting deficiencies and key risks -- Implications for users -- Part 2 The Marketing Due Diligence Diagnostic Process.

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management (prominent UK university) has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions: Does the promised market exist? Will the strategy deliver the market share promised? Will the market share create shareholder value? This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business.

ISBN: 9781280752124Index Terms--Genre/Form:

554714
Electronic books.

Dewey Class. No.: 658.8

Marketing Due Diligence.
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505 0 $a Intro -- Marketing Due Diligence: Reconnecting Strategy to Share Price -- Copyright Page -- Contents -- Foreword -- A note for busy people: how to get the best out of this book -- List of figures -- List of tables -- Part 1 What is Marketing Due Diligence? -- Chapter 1 Why Chief Executive Officers must demand a revolutionary new approach from their Chief Marketing Officers -- Fast track -- Why many CEOs despair of marketing -- Challenges facing all organizations today -- Market maturity -- Globalization -- Customer power -- Impact on business from lack of customer focus -- From tactics to strategy -- The failure of marketing? -- The pivotal importance of marketing to business leaders -- Marketing's role in value creation -- What should marketing be doing? -- Marketing Due Diligence is different -- Three distinct levels for measuring marketing effectiveness -- Chapter 2 A process of Marketing Due Diligence -- Fast track -- What is marketing? -- What is the connection between marketing and shareholder value? -- What is the Marketing Due Diligence diagnostic process? -- Explicating the strategy -- Assessing the risks -- What is the Marketing Due Diligence therapeutic process? -- Implications of the Marketing Due Diligence process -- Chapter 3 The implications of implementing Marketing Due Diligence -- Fast track -- The linkage to shareholder value -- The risk and return relationship -- A focus on absolute returns rather than risk -- Using probability estimates to adjust for risk -- Alignment with capital markets -- Turning Marketing Due Diligence into a financial value -- Adjusting marketing planning outcomes -- Placing the adjusted financial return into context -- Allowing for 'capital at risk' -- Highlighting deficiencies and key risks -- Implications for users -- Part 2 The Marketing Due Diligence Diagnostic Process.
505 8 $a Chapter 4 Assessing market risk -- Fast track -- Some important background to what constitutes 'success' -- Short-term success -- Strategy and tactics -- The strategic marketing plan -- Market risk -- The meaning of 'product' and 'market' -- Combining product and market -- Product/market growth or decline -- Product and market combined -- Market risk assessment -- Conclusion -- Chapter 5 Assessing share risk -- Fast track -- What do we mean by share risk? -- How do we assess share risk? -- Assessing target market risk -- Assessing proposition risk -- Assessing SWOT risk -- Assessing uniqueness risk -- Assessing future risk -- Assessing other sources of share risk -- Aggregating and applying share risk -- Step 1: Explicate the marketing strategy -- Step 2: Assess the explicated strategy against the sub-components of share risk -- Step 3: Aggregate the sub-components into an overall assessment of share risk -- Step 4: Identify the growth component of the strategy -- Step 5: Moderate the growth component of the strategy to allow for risk -- Step 6: Allow for complex strategies -- The outcomes of share risk assessment -- Chapter 6 Assessing profit risk -- Fast track -- Introduction -- Profit pool risk -- Profit sources risk -- Competitor impact risk -- Internal gross margin risk -- Other costs risks -- Summary -- What do weak marketing strategies look like? -- Part 3 The Marketing Due Diligence Therapeutic Process -- Chapter 7 The key role of market definition and segmentation -- Fast track -- Introduction -- Correct market definition -- A crucial business discipline, not just a philosophical argument -- Market mapping -- Leverage points -- Market segmentation -- Some final thoughts -- Chapter 8 Creating strategies that create shareholder value -- Fast track -- Starting from where we are -- Understanding and managing market risk.
505 8 $a Understanding and managing product category and market existence risk -- Understanding and managing sales volume, forecast and pricing risks -- Understanding and managing share risk -- Reducing target market risk -- Reducing proposition risk -- Reducing SWOT alignment risk -- Reducing uniqueness risk -- Reducing future risk -- Other components of share risk -- Understanding and managing profit risk -- Reducing profit pool risk -- Reducing profit source risk -- Reducing competitor impact risk -- Reducing internal gross margin risk -- Reducing other costs risk -- Summary and conclusions -- Chapter 9 Managing high-risk marketing strategies -- Fast track -- Allowing for risk -- Risk equals volatility -- Controllable versus uncontrollable volatility -- Using real option analysis -- Real option example -- Summary -- Chapter 10 Fast track -- Why Chief Executive Officers must demand a revolutionary new approach from their Chief Marketing Officers -- A process of Marketing Due Diligence -- The implications of implementing Marketing Due Diligence -- Assessing market risk -- Assessing share risk -- Assessing profit risk -- The key role of market definition and segmentation -- Creating strategies that create shareholder value -- Managing high-risk marketing strategies -- Afterword: what to do now -- References and further reading -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W.
520 $a The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management (prominent UK university) has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions: Does the promised market exist? Will the strategy deliver the market share promised? Will the market share create shareholder value? This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business.
588 $a Description based on publisher supplied metadata and other sources.
590 $a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
655 4 $a Electronic books. $2 local $3 554714
700 1 $a Ward, Keith. $3 1374651
700 1 $a Smith, Brian. $3 1374652
776 0 8 $i Print version: $a McDonald, Malcolm $t Marketing Due Diligence: Reconnecting Strategy to Share Price $d San Diego : Elsevier Science & Technology,c2007
797 2 $a ProQuest (Firm)
856 4 0 $u https://ebookcentral.proquest.com/lib/nfu/detail.action?docID=5267668 $z Click to View