{"product_id":"marketing-and-finance-9781119953388","title":"Marketing and Finance","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eWritten 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 \u003ci\u003eSecond Edition\u003c\/i\u003e 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword by Anne Godfrey, Chief Executive, CIM xi\u003c\/p\u003e \u003cp\u003eForeword by Charles Tilley, Chief Executive, CIMA xiii\u003c\/p\u003e \u003cp\u003eForeword From the First Edition by Sir Michael Perry, GBE xv\u003c\/p\u003e \u003cp\u003eA Note for Busy People: How to Get the Best Out of This Book  xix\u003c\/p\u003e \u003cp\u003eList of Figures xxi\u003c\/p\u003e \u003cp\u003eList of Tables xxv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 What is Marketing Due Diligence? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The lessons of experience 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 3\u003c\/p\u003e \u003cp\u003eIntroduction 3\u003c\/p\u003e \u003cp\u003eSuccess stories 5\u003c\/p\u003e \u003cp\u003eStarbucks: A holistic offer based on insight and culture 5\u003cbr\u003e\u003cbr\u003e \u003ci\u003eThe Economist: Side stepping in time to the future 6\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eYamazaki Mazak: Matching itself to the market 7\u003c\/p\u003e \u003cp\u003eEssilor: Growing the pie 8\u003c\/p\u003e \u003cp\u003eFailure stories 9\u003c\/p\u003e \u003cp\u003eBlockbuster: Left behind 9\u003c\/p\u003e \u003cp\u003eGateway: Playing a zero-sum game 10\u003c\/p\u003e \u003cp\u003eMicrosoft’s Zune: So what’s better? 11\u003c\/p\u003e \u003cp\u003eNortel: Playing the wrong game 12\u003c\/p\u003e \u003cp\u003eWoolworth’s: Failure to focus 13\u003c\/p\u003e \u003cp\u003eSeeing a pattern 14\u003c\/p\u003e \u003cp\u003eFinancial smoke and mirrors 14\u003c\/p\u003e \u003cp\u003eShare and share alike 16\u003c\/p\u003e \u003cp\u003eMarketing accountability 16\u003c\/p\u003e \u003cp\u003eA new approach 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 A process of Marketing Due Diligence 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 21\u003c\/p\u003e \u003cp\u003eWhat is marketing? 22\u003c\/p\u003e \u003cp\u003eWhat is the connection between marketing and shareholder value? 23\u003c\/p\u003e \u003cp\u003eWhat is the Marketing Due Diligence diagnostic process? 25\u003c\/p\u003e \u003cp\u003eExplicating the strategy 27\u003c\/p\u003e \u003cp\u003eAssessing the risks 29\u003c\/p\u003e \u003cp\u003eAssessing shareholder value creation 34\u003c\/p\u003e \u003cp\u003eWhat is the Marketing Due Diligence therapeutic process? 39\u003c\/p\u003e \u003cp\u003eImplications of the Marketing Due Diligence process 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The implications of implementing Marketing Due Diligence 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 43\u003c\/p\u003e \u003cp\u003eThe linkage to shareholder value 44\u003c\/p\u003e \u003cp\u003eThe risk and return relationship 45\u003c\/p\u003e \u003cp\u003eA focus on absolute returns rather than risk 48\u003c\/p\u003e \u003cp\u003eUsing probability estimates to adjust for risk 51\u003c\/p\u003e \u003cp\u003eAlignment with capital markets 56\u003c\/p\u003e \u003cp\u003eTurning Marketing Due Diligence into a financial value 57\u003c\/p\u003e \u003cp\u003eAdjusting marketing planning outcomes 57\u003c\/p\u003e \u003cp\u003ePlacing the adjusted financial return into context 58\u003c\/p\u003e \u003cp\u003eAllowing for ‘capital at risk’ 60\u003c\/p\u003e \u003cp\u003eHighlighting deficiencies and key risks 62\u003c\/p\u003e \u003cp\u003eImplications for users 63\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 The Marketing Due Diligence Diagnostic Process 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Assessing market risk 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 67\u003c\/p\u003e \u003cp\u003eSome important background to what constitutes ‘success’ 68\u003c\/p\u003e \u003cp\u003eShort-term success 68\u003c\/p\u003e \u003cp\u003eStrategy and tactics 70\u003c\/p\u003e \u003cp\u003eThe strategic marketing plan 71\u003c\/p\u003e \u003cp\u003eMarket risk 71\u003c\/p\u003e \u003cp\u003eThe meaning of ‘product’ and ‘market’ 72\u003c\/p\u003e \u003cp\u003eCombining product and market 77\u003c\/p\u003e \u003cp\u003eProduct\/market growth or decline 78\u003c\/p\u003e \u003cp\u003eProduct and market combined 82\u003c\/p\u003e \u003cp\u003eMarket risk assessment 86\u003c\/p\u003e \u003cp\u003eConclusion 93\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Assessing share risk 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 97\u003c\/p\u003e \u003cp\u003eWhat do we mean by share risk? 98\u003c\/p\u003e \u003cp\u003eHow do we assess share risk? 100\u003c\/p\u003e \u003cp\u003eAssessing target market risk 101\u003c\/p\u003e \u003cp\u003eAssessing proposition risk 103\u003c\/p\u003e \u003cp\u003eAssessing SWOT risk 106\u003c\/p\u003e \u003cp\u003eAssessing uniqueness risk 108\u003c\/p\u003e \u003cp\u003eAssessing future risk 110\u003c\/p\u003e \u003cp\u003eAssessing other sources of share risk 113\u003c\/p\u003e \u003cp\u003eAggregating and applying share risk 116\u003c\/p\u003e \u003cp\u003eStep 1: Explicate the marketing strategy 117\u003c\/p\u003e \u003cp\u003eStep 2: Assess the explicated strategy against the sub-components of share risk 117\u003c\/p\u003e \u003cp\u003eStep 3: Aggregate the sub-components into an overall assessment of share risk 119\u003c\/p\u003e \u003cp\u003eStep 4: Identify the growth component of the strategy 120\u003c\/p\u003e \u003cp\u003eStep 5: Moderate the growth component of the strategy to allow for risk 121\u003c\/p\u003e \u003cp\u003eStep 6: Allow for complex strategies 122\u003c\/p\u003e \u003cp\u003eThe outcomes of share risk assessment 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Assessing profit risk 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 125\u003c\/p\u003e \u003cp\u003eIntroduction 126\u003c\/p\u003e \u003cp\u003eProfit pool risk 129\u003c\/p\u003e \u003cp\u003eProfit sources risk 135\u003c\/p\u003e \u003cp\u003eCompetitor impact risk 138\u003c\/p\u003e \u003cp\u003eInternal gross margin risk 142\u003c\/p\u003e \u003cp\u003eOther costs risks 144\u003c\/p\u003e \u003cp\u003eSummary 148\u003c\/p\u003e \u003cp\u003eWhat do weak marketing strategies look like? 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 The Marketing Due Diligence Therapeutic Process 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 The key role of market definition and segmentation 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 153\u003c\/p\u003e \u003cp\u003eIntroduction 154\u003c\/p\u003e \u003cp\u003eCorrect market definition 155\u003c\/p\u003e \u003cp\u003eA crucial business discipline, not just a philosophical argument 155\u003c\/p\u003e \u003cp\u003eMarket mapping 158\u003c\/p\u003e \u003cp\u003eLeverage points 162\u003c\/p\u003e \u003cp\u003eMarket segmentation 165\u003c\/p\u003e \u003cp\u003eHow customers vary: Needs-based segmentation 170\u003c\/p\u003e \u003cp\u003eSome final thoughts 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Creating strategies that create shareholder value 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 181\u003c\/p\u003e \u003cp\u003eStarting from where we are 181\u003c\/p\u003e \u003cp\u003eUnderstanding and managing market risk 183\u003c\/p\u003e \u003cp\u003eUnderstanding and managing product category and market existence risk 183\u003c\/p\u003e \u003cp\u003eUnderstanding and managing sales volume, forecast and pricing risks 189\u003c\/p\u003e \u003cp\u003eUnderstanding and managing share risk 191\u003c\/p\u003e \u003cp\u003eReducing target market risk 192\u003c\/p\u003e \u003cp\u003eReducing proposition risk 192\u003c\/p\u003e \u003cp\u003eReducing SWOT alignment risk 196\u003c\/p\u003e \u003cp\u003eReducing uniqueness risk 198\u003c\/p\u003e \u003cp\u003eReducing future risk 199\u003c\/p\u003e \u003cp\u003eOther components of share risk 200\u003c\/p\u003e \u003cp\u003eUnderstanding and managing profit risk 203\u003c\/p\u003e \u003cp\u003eReducing profit pool risk 203\u003c\/p\u003e \u003cp\u003eReducing profit source risk 205\u003c\/p\u003e \u003cp\u003eReducing competitor impact risk 206\u003c\/p\u003e \u003cp\u003eReducing internal gross margin risk 207\u003c\/p\u003e \u003cp\u003eReducing other costs risk 209\u003c\/p\u003e \u003cp\u003eSummary and conclusions 210\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Managing high-risk marketing strategies 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFast track 211\u003c\/p\u003e \u003cp\u003eAllowing for risk 212\u003c\/p\u003e \u003cp\u003eRisk equals volatility 213\u003c\/p\u003e \u003cp\u003eControllable versus uncontrollable volatility 214\u003c\/p\u003e \u003cp\u003eUsing real option analysis 219\u003c\/p\u003e \u003cp\u003eReal option example 223\u003c\/p\u003e \u003cp\u003eSummary 228\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Fast track: A summary and reminder of the marketing and finance interface 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe lessons of experience 229\u003c\/p\u003e \u003cp\u003eA process of Marketing Due Diligence 229\u003c\/p\u003e \u003cp\u003eThe implications of implementing Marketing Due Diligence 231\u003c\/p\u003e \u003cp\u003eAssessing market risk 232\u003c\/p\u003e \u003cp\u003eAssessing share risk 233\u003c\/p\u003e \u003cp\u003eAssessing profit risk 234\u003c\/p\u003e \u003cp\u003eThe key role of market definition and segmentation 236\u003c\/p\u003e \u003cp\u003eCreating strategies that create shareholder value 237\u003c\/p\u003e \u003cp\u003eManaging high-risk marketing strategies 238\u003cbr\u003e\u003cbr\u003e Afterword: What to do now 241\u003cbr\u003e\u003cbr\u003e References and further reading 243\u003cbr\u003e\u003cbr\u003e Index 245\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407193710935,"sku":"9781119953388","price":23.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119953388.jpg?v=1730498507","url":"https:\/\/bookcurl.com\/products\/marketing-and-finance-9781119953388","provider":"Book Curl","version":"1.0","type":"link"}