Marketing finance: turning marketing strategies into shareholder value
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Oxford [u.a.]
Elsevier Butterworth-Heinemann
2004
|
| Ausgabe: | 1. publ. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014565803&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XII, 349 S. Ill., graph. Darst. |
| ISBN: | 0750657707 |
Internformat
MARC
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-014565803 | |
Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface xi
Part One: Overview l
1 Creating Real Shareholder Value 3
Overview 3
Introduction 4
A focus on shareholder value 8
Risk and return 9
Making a profit is not good enough 11
Creating marketing assets 17
Defining shareholder value 22
Creating sustainable and real shareholder value 25
Considering both business and financial risk 26
Note 29
2 The Virtuous Circle of Analysis, Planning and Control 30
Overview 30
Introduction 32
A strategic marketing finance approach 33
The financial planning and control process 39
Brand led strategies 47
Customer led strategies 48
Product based strategies 50
Case study Rudolph and the Elves 52
Discussion of problem 53
Part Two: Analysis and Design 59
3 The Strategic Management Process: Setting Goals
and Objectives 61
Overview 61
Introduction 62
vi Contents
Mission, goals and objectives 65
Multilayered strategic management process 69
Corporate centres 74
Case study the rise, fall and rise of IBM 77
The rise of IBM 77
The fall stage 78
The second rising 79
Strategic analysis 81
Vertical integration 84
Multinationals and risk taking appetites 87
Case study multinational strategies 88
Overseas investments 88
Cross border sourcing decisions 90
Strategic opportunity 94
4 Future Competitive Environment Review Competitor
Analysis 97
Overview 97
Introduction 98
Defining the competition 100
Competitor analysis as a decision making aid 103
Competitor analysis as a two stage process 104
A game theory view of the industry value chain 110
Detailed but tailored analysis 115
Sources of competitor information 117
Case study Marlboro Friday 118
Market background 119
Understanding Philip Morris 121
The price reaction 122
Competitor reactions 124
The resulting impact 125
5 Existing Position Appraisal 128
Overview 128
Introduction 129
SWOT analysis 130
Case study example of a SWOT analysis 132
Other techniques 135
Case study petrol retailing is it part of the retailing
or oil industries? 137
Background 137
Strategic analysis 139
Product life cycles 142
Contents vii
Case study Ebenezer Scrooge meets Miser Shylock 145
Case analysis 146
Part Three: Planning 151
6 The Planning Process 153
Overview 153
Introduction 154
Corporate values 157
Gap analysis and contingency planning 161
An integrated process 165
Strategic planning levels 167
Top down versus bottom up 170
More than a budget 172
Case study Knight Foods 174
Background 174
Canned meat products 174
The sustainable competitive advantage 175
Post launch development 176
7 Strategic Investment Evaluation and Control 179
Overview 179
Introduction 180
Payback period 182
Discounted payback 184
Discounted cash flows 185
Accounting return on investment 189
A personal approach to strategic investment evaluation 190
Practical implementation issues 191
Probability estimates 194
Real options 199
Real option example 203
Case study Peter Piper is puzzled 207
Project A 207
Project A analysis 208
Project B 209
Project B analysis 210
Project C 211
Project C analysis 213
8 Brand Based Strategies 215
Overview 215
Introduction 216
viii Contents
Brands as intangible assets 219
Realising the asset value 220
Brand development 222
Development versus maintenance expenditures 227
Brand attributes 230
Brand evaluation process 236
An overall perspective 239
Case study Philip Morris versus BAT pic 239
9 Customer Led Strategies 241
Overview 241
Introduction 242
Marketing segmentation 243
Customer account profitability analysis 247
Relationship marketing 250
Customer value 253
Customer life cycle profitability analyses 254
Case study D M Confectionery Ltd 259
Background The original business 259
The new business opportunity 259
10 Product Based Strategies 262
Overview 262
Introduction 263
Direct product profitability 265
Product attributes 268
Product life cycle profitability analysis 270
Penetration versus skimming pricing strategies 275
Cross subsidisation 276
Reinvesting to replace an existing competitive advantage 277
Strategic use of standard costing 279
Case study Sub assemblers Inc. 282
Transfer pricing 285
Case study Tissues Unlimited 285
Part Four: Control 291
11 Exercising Control over the Future 293
Overview 293
Introduction 294
Integrating control into the planning process 300
Impact of organisational structure 303
Critical success factors of a marketing finance process 304
Contents ix
A rapidly changing competitive environment 308
Case study McDonald s 316
Background 316
Strategic analysis 317
12 Establishing Performance Measures 320
Overview 320
Introduction 321
New performance measures 322
Accountability and controllability 325
Key performance indicators 330
Tailored financial control measures 334
Case study Coca Cola Inc. 340
Background 340
Strategic analysis 342
Index 344
|
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| ctrlnum | (OCoLC)441309905 (DE-599)BVBBV021244289 |
| dewey-full | 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.802 |
| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV021244289 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:31:25Z |
| institution | BVB |
| isbn | 0750657707 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014565803 |
| oclc_num | 441309905 |
| open_access_boolean | |
| owner | DE-858 |
| owner_facet | DE-858 |
| physical | XII, 349 S. Ill., graph. Darst. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Elsevier Butterworth-Heinemann |
| record_format | marc |
| spellingShingle | Ward, Keith 1949- Marketing finance turning marketing strategies into shareholder value Marketing Cost effectiveness Marketing Costs Marketing Management Marketingstrategie (DE-588)4120697-6 gnd Shareholder-Value-Analyse (DE-588)4353913-0 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4353913-0 |
| title | Marketing finance turning marketing strategies into shareholder value |
| title_auth | Marketing finance turning marketing strategies into shareholder value |
| title_exact_search | Marketing finance turning marketing strategies into shareholder value |
| title_full | Marketing finance turning marketing strategies into shareholder value Keith Ward |
| title_fullStr | Marketing finance turning marketing strategies into shareholder value Keith Ward |
| title_full_unstemmed | Marketing finance turning marketing strategies into shareholder value Keith Ward |
| title_short | Marketing finance |
| title_sort | marketing finance turning marketing strategies into shareholder value |
| title_sub | turning marketing strategies into shareholder value |
| topic | Marketing Cost effectiveness Marketing Costs Marketing Management Marketingstrategie (DE-588)4120697-6 gnd Shareholder-Value-Analyse (DE-588)4353913-0 gnd |
| topic_facet | Marketing Cost effectiveness Marketing Costs Marketing Management Marketingstrategie Shareholder-Value-Analyse |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014565803&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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