Financial Dimensions of Marketing Decisions
David W. Stewart
Financial Dimensions of Marketing Decisions
David W. Stewart
Paperback
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Engels
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Omschrijving
This book is about linking marketing activities and outcomes to the financial performance of the organization. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization.
David W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA and Vice President for Publications of the American Marketing Association. Prior to joining the faculty at LMU, he held tenured faculty appointments and various administrative roles at Vanderbilt University, the University of Southern California, and University of California, Riverside. Dr. Stewart is a past Editor of the Journal of Marketing, the Journal of the Academy of Marketing Science, and the Journal of Public Policy and Marketing. He currently serves as Chair of the Marketing Accountability Standards Board.