Marketing and finance: Creating shareholder value

Recommended by: Banikantha Mishra

Content:

Part 1: What is Marketing Due Diligence?
Chapter 1: The Lessons of Experience
Introduction
Success stories
Failure stories
Seeing a pattern
A new approach
Endnotes
Chapter 2: A process of Marketing Due Diligence
What is marketing?
What is the connection between marketing and shareholder value?
What is the Marketing Due Diligence diagnostic process?
What is the Marketing Due Diligence therapeutic process?
Implications of the Marketing Due Diligence process
Chapter 3: The implications of implementing Marketing Due Diligence
The linkage to shareholder value
The risk and return relationship
A focus on absolute returns rather than risk
Using probability estimates to adjust for risk
Alignment with capital markets
Turning Marketing Due Diligence into a financial value
Highlighting deficiencies and key risks
Implications for users

Part 2: The Marketing Due Diligence Diagnostic Process

Chapter 4: Assessing market risk
Some important background to what constitutes ‘success’
Market risk
Conclusion
Chapter 5: Assessing share risk
What do we mean by share risk?
How do we assess share risk?
Aggregating and applying share risk
The outcomes of share risk assessment
Chapter 6: Assessing profit risk
Introduction
Profit pool risk
Profit sources risk
Competitor impact risk
Internal gross margin risk
Other costs risk
Summary

Part 3: The Marketing Due Diligence Therapeutic Process

Chapter 7: The key role of market definition and segmentation
Introduction
Correct market definition
Market mapping
Chapter 8: Creating strategies that create shareholder value
Starting from where we are
Understanding and managing market risk
Understanding and managing share risk
Understanding and managing profit risk
Summary and conclusions
Chapter 9: Managing high-risk marketing strategies
Allowing for risk
Risk equals volatility
Controllable versus uncontrollable volatility
Using real option analysis
Summary
Chapter 10: Fast track: A summary and reminder of the marketing and finance interface
The lessons of experience
A process of Marketing Due Diligence
The implications of implementing Marketing Due Diligence
Assessing market risk
Assessing share risk
Assessing profit risk
The key role of market definition and segmentation
Creating strategies that create shareholder value
Managing high-risk marketing strategies