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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9783030155674
· 쪽수 : 247쪽
· 출판일 : 2020-08-14
목차
Chapter 1 Introduction
Chapter 2 The Financial Imperative of Marketing
Chapter 3 Business Models: How Firms Make Money
Chapter 4 Estimating Cash Flows
Chapter 5 Intermediate Marketing Outcome Measures and Metrics
Chapter 6 Linking Marketing Outcomes to Financial Performance
Chapter 7 Creating and Measuring Brand Value
Chapter 8 Customer Life Time Value: The Significance of Repeat Business
Chapter 9 Anticipating the Future: Managing Risk and Real Options
Chapter 10 Managing Portfolios of Products
Chapter 11 Marketing Strategy and Financial Performance
Chapter 12 Measurement Beyond the Firm
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