Overview
- A strong grounding in both marketing and finance; it will be the equivalent of capital budgeting texts in finance but with a focus on marketing
- Examples, templates, and other tools to facilitate the use of the concepts developed in the text
- Explicit linkages to work and publications of standard setting bodies such as the Marketing Accountability Standards Board (MASB), Financial Accounting Standards Board (FASB), American National Standards Institute (ANSI), and International Organization for Standardization (ISO)
Part of the book series: Palgrave Studies in Marketing, Organizations and Society (PSMOS)
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Table of contents (12 chapters)
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Front Matter
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Back Matter
Keywords
About this book
Reviews
“Dave Stewart’s brilliant rendition of this book serves as a marketers’ guide for making the case for resources to financial decision makers. The powerful content of measuring brand value and customer value as well as managing risk, real options, and portfolio of products provides the necessary guidance for the financial decision makers. A resourceful book at a compelling time!” (V Kumar, Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor of Marketing, Georgia State University, USA )
“Successful marketers must be prepared to justify their expenditures, activities, and outcomes in terms of their contribution to the financial performance of the firm. Stewart’s book is an excellent guide for practicing marketing managers and marketing students who wish to increase their value and credibility by translating marketing actions into financial results.” (Robert W. Palmatier, John C. Narver Chair in Business Administration and Professor of Marketing, University of Washington, USA)Authors and Affiliations
About the author
David 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.
Bibliographic Information
Book Title: Financial Dimensions of Marketing Decisions
Authors: David W. Stewart
Series Title: Palgrave Studies in Marketing, Organizations and Society
DOI: https://doi.org/10.1007/978-3-030-15565-0
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019
Hardcover ISBN: 978-3-030-15564-3Published: 13 June 2019
Softcover ISBN: 978-3-030-15567-4Published: 14 August 2020
eBook ISBN: 978-3-030-15565-0Published: 04 May 2019
Series ISSN: 2661-8613
Series E-ISSN: 2661-8621
Edition Number: 1
Number of Pages: XVI, 247
Number of Illustrations: 31 b/w illustrations
Topics: Marketing, Organization, Corporate Finance