Title Marketing due diligence : reconnecting strategy to share price / Malcolm McDonald, Brian Smith, Keith Ward.

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Description	1 online resource (xiv, 401 pages) : illustrations
Physical Medium	polychrome
Description	text file
Bibliography	Includes bibliographical references and index.
Contents	Part 1. What is marketing due diligence? -- Chapter 1. Why chief executive officers must demand a revolutionary new approach from their chief marketing officers -- ch. 2. A process of marketing due diligence -- ch. 3. The implications of implementing marketing due diligence ; Part 2. The marketing due diligence diagnostic process : ch. 4. Assessing market risk -- ch. 5. Assessing share risk -- ch. 6. Assessing profit risk ; Part 3. The marketing due diligence therapeutic process : ch. 7. The key role of market definition and segmentation -- Ch. 8. Creating strategies that create shareholder value -- ch. 9. Managing high-risk marketing strategies -- ch. 10. Fast track.
Local Note	eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America
Subject	Corporations -- Valuation.
	Corporations -- Valuation.
	Corporations -- Investor relations.
	Corporations -- Investor relations.
	Stocks -- Marketing.
	Stocks -- Marketing.
	Stocks.
	Stocks -- Prices.
	Stocks -- Prices.
	Economic value added.
	Economic value added.
	Risk assessment.
	Risk assessment.
Genre/Form	Electronic books.
Added Author	Smith, Brian D. (Brian David), 1961-
	Ward, Keith, 1949-
ISBN	9780080459424 (electronic book)
	0080459420 (electronic book)
	0750683422
	9780750683425
	0750667273