Financial Dimensions of Marketing Decisions

Download or read book Financial Dimensions of Marketing Decisions written by David W. Stewart and published by Springer. This book was released on 2019-05-04 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.