Written for marketing and finance directors, CEOs, and strategists, as
well as MBA students, this practical book explains the principles and
practice behind rigorous due diligence in marketing. It connects
marketing plans and investment to the valuation of the firm and how it
can contribute to increasing stakeholder value. Completely revised and
updated throughout, the Second Edition features new case examples as
well as a completely new first chapter containing the results of new
research into risk and marketing strategies amongst Finance Directors
and Chief Marketing Officers.