Financial dimensions of marketing de...
Stewart, David W.

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  • Financial dimensions of marketing decisions
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: Financial dimensions of marketing decisions/ by David W. Stewart.
    作者: Stewart, David W.
    出版者: Cham :Springer International Publishing : : 2019.,
    面頁冊數: xvi, 247 p. :ill., digital ;24 cm.
    內容註: 1. Introduction -- 2. The Financial Imperative of Marketing -- 3. Business Models: How Firms Make Money -- 4. Estimating Cash Flows -- 5. Intermediate Marketing Outcome Measures and Metrics -- 6. Linking Marketing Outcomes to Financial Performance -- 7. Creating and Measuring Brand Value -- 8. Customer Life Time Value: The Significance of Repeat Business -- 9. Anticipating the Future: Managing Risk and Real Options -- 10. Managing Portfolios of Products -- 11. Marketing Strategy and Financial Performance -- 12. Measurement Beyond the Firm.
    Contained By: Springer eBooks
    標題: Marketing. -
    電子資源: https://doi.org/10.1007/978-3-030-15565-0
    ISBN: 9783030155650
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W9373772 電子資源 11.線上閱覽_V 電子書 EB HF5415.13 .S749 2019 一般使用(Normal) 在架 0
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