This book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business What CEOs and the board need is a way of measuring the risk associated with a marketing strategy and hence its likely shareholder value creation. This is the aim of Marketing Due Diligence. The book provides the tools for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added. For marketers, it connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value It has important implications for four groups: Investors and their proxies as a way to see through the smoke and mirrors of investor relations Boards and equivalents as a way to prove their value creation to financiers Strategy makers as a way to prove their value to the board Strategy implementers as a way to prove their value to their boss! CONTENTS LIST: Part I Chapter 1: Identifying the need Chapter 2: The overall Marketing Due Diligence (MDD) process Chapter 3: The implications of implementing MDD Chapter 4: Assessing the market risk Part II Chapter 5: Assessing the strategy risk Chapter 6: Assessing the implementation risk Chapter 7: The key role of market definition and segmentation Chapter 8: The marketing planning process Part III Chapter 9: The value adding potential of real option analysis Chapter 10: Fast track chapter
Book Details:
- Author: Malcolm McDonald
- ISBN: 9781118748664
- Year Published: 2013
- Pages: 280
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
This book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business What CEOs and the board need is a way of measuring the risk associated with a marketing strategy and hence its likely shareholder value creation. This is the aim of Marketing Due Diligence. The book provides the tools for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added. For marketers, it connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value It has important implications for four groups: Investors and their proxies as a way to see through the smoke and mirrors of investor relations Boards and equivalents as a way to prove their value creation to financiers Strategy makers as a way to prove their value to the board Strategy implementers as a way to prove their value to their boss! CONTENTS LIST: Part I Chapter 1: Identifying the need Chapter 2: The overall Marketing Due Diligence (MDD) process Chapter 3: The implications of implementing MDD Chapter 4: Assessing the market risk Part II Chapter 5: Assessing the strategy risk Chapter 6: Assessing the implementation risk Chapter 7: The key role of market definition and segmentation Chapter 8: The marketing planning process Part III Chapter 9: The value adding potential of real option analysis Chapter 10: Fast track chapter
Anyone who is concerned with the effectiveness of marketing at a senior level will know that measurement of it is not easy. Those who sit on the board can be rightly sceptical of marketing colleagues. They would like a practical but well-founded way of holding them to account. Marketers themselves are torn between two groups whose wants are contradictory: customers who want the most value and utility for the least cost; shareholders who want the biggest return on the lowest investment and risk. Marketers need a means of presenting their effectiveness to shareholders. Marketers and the Board need an effective way of creating Marketing Due Diligence.
· Excellent author platform: Top level Cranfield based author team utilising latest Cranfield in-company research. Professor Malcolm McDonald and Professor Brian Smith pair their marketing expertise with the financial expertise of Keith D. Ward, Professor of Financial Strategy to provide a unique combination of authors eminently able to cover this topic that bridges the usually silod marketing/finance fields. · Practical approach: Systematic and practical approach so that it can be used by both practitioners and students (each chapter will include a 500 word fast-track section which summarises the chapter) · Builds on the reputation of previous edition: This new edition: will be revised, refreshed and updated throughout. New case examples will be added, along with a completely new chapter 1 which will contain the results of a major piece of research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers. · The Chartered Institute of Management Accountants (CIMA) will be using this book on a specific course they will be setting up. They have more than 172,000 members and students in over 165 countries
About the Author
Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the worlds biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers. Although retiring from his teaching role, Malcolm continues to research and teach at Cranfield and other universities around the world and to promote himself via speaking engagements, visiting lectures, and consultancy. Keith D. Ward Keith D. Ward studied economics at Cambridge and then qualified as both a chartered accountant and a chartered management accountant. He worked both in the City and abroad as a consultant and held senior management positions in manufacturing and trading companies (the last being as group financial director of Sterling International). In 1981 Keith joined Cranfield School of Management, where he progressed to become Professor of Financial Strategy, as well as being Head of the Finance and Accounting Group and Director of the Research Centre in Competitive Performance. In addition to his academic work, he developed his own international consultancy practice. He then moved to a Visiting Professorial role at the School, while continuing with his research and consultancy interests, until retiring at the end of 2009. His research interests were primarily in the fields of strategy and leadership, financial strategy, marketing finance, strategic management accounting and the role of corporate centres. He is the author of Marketing Finance, Marketing Due Diligence, Corporate Financial Strategy, Strategic Management Accounting, Extraordinary Performance from Ordinary People, Designing World Class Corporate Strategies, Financial Management for Service Companies, Financial Aspects of Marketing, Strategic Business Finance, Strategic Issues in Finance and Management Accounting for Financial Decisions. He has also published numerous papers and articles, and contributed to several other books, including as editor. Brian Smith Professor Brian D Smith PhD BSc(Hons) Dip M FCIM Chartered Marketer Brian is a world recognised expert on competitive strategy in pharmaceutical and medical markets. He is Adjunct Professor at Bocconi SDA and Visiting Research Fellow at the Open University Business School, where his research interests include strategy making and implementation in medical markets. He is the editor of the Journal of Medical Marketing and the author of over 200 books, papers and articles in the field of marketing and competitive strategy. He also runs Pragmedic, a specialist strategy consultancy and works with many of the world’s leading pharma and medtech companies. Brian has over 30 years experience in medical technology and pharmaceutical markets in both R&D and commercial roles. He has been a member of the Chartered Institute of Marketing for over 20 years and is a former International Vice Chair of the Board of Trustees. He currently serves on the committees of two CIM groups, The Levitt Group and the Medical Marketing Group.