| Description |
258 pages : illustrations ; 24 cm |
| Contents |
1. A bridge to tomorrow -- 2. Y'all buckle that seat belt -- 3. Who's in my strategic group? -- 4. Enterprise marketing expenses -- 5. The rule of maximum earnings -- 6. The battle for your desktop -- 7. In search of maximum earnings -- 8. High-flyers and bottom-feeders -- 9. Competitive stock valuation |
| Summary |
"Not only do the goals of marketing often fail to match those of finance, they sometimes outright conflict. The two departments speak different languages, they have no clear link, and, bottom line, the markets for customers and investors are separate, but equally important. This innovative book will change everything. Competing for Customers and Capital develops a cause-and-effect model of the relationships between enterprise marketing and corporate finance based on the common language of economic theory and financial accounting data. Simply put, Cook's model links selling, general, and administrative expenses to shareholder value."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Corporations -- Valuation -- United States.
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Corporations -- United States -- Finance.
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Marketing -- United States -- Management.
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Branding (Marketing) -- United States.
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| LC no. |
2006002628 |
| ISBN |
0324405979 hardback |
|
