Publisher : Palgrave Macmillan
ISBN-10 : 3030155676, 3030155641
ISBN-13 : 978-3030155674, 978-3030155643
ASIN : B07RLSVZ9F
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.