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Financial Dimensions of Marketing Decisions

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Cover of 'Financial Dimensions of Marketing Decisions'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 The Financial Imperative of Marketing
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    Chapter 3 Business Models: How Firms Make Money
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    Chapter 4 Estimating Cash Flows
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    Chapter 5 Intermediate Marketing Outcome Measures and Metrics
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    Chapter 6 Linking Marketing Outcomes to Financial Performance
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    Chapter 7 Creating and Measuring Brand Value
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    Chapter 8 Customer Lifetime Value: The Significance of Repeat Business
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    Chapter 9 Anticipating the Future: Managing Risk and Real Options
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    Chapter 10 Managing Portfolios of Products
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    Chapter 11 Marketing Strategy and Financial Performance
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    Chapter 12 Measurement Beyond the Firm
Attention for Chapter 8: Customer Lifetime Value: The Significance of Repeat Business
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