Marketing and finance creating shareholder value 2nd Edition by Malcolm McDonald, Brian Smith, Keith Ward ISBN 9781118748893 1118748891
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Product details:
ISBN 10: 1118748891
ISBN 13: 9781118748893
Author: Malcolm McDonald, Brian Smith, Keith Ward
Marketing and finance creating shareholder value 2nd Edition Table of contents:
Part 1: What is Marketing Due Diligence?
Chapter 1: The Lessons of Experience
Fast track
Introduction
Success stories
Starbucks: A holistic offer based on insight and culture
The Economist: Side stepping in time to the future
Yamazaki Mazak: Matching itself to the market
Essilor: Growing the pie
Failure stories
Blockbuster: Left behind
Gateway: Playing a zero-sum game
Microsoft’s Zune: So what’s better?
Nortel: Playing the wrong game
Woolworth’s: Failure to focus
Seeing a pattern
Financial smoke and mirrors
Share and share alike
Marketing accountability
A new approach
Endnotes
Chapter 2: A process of Marketing Due Diligence
Fast track
What is marketing?
What is the connection between marketing and shareholder value?
What is the Marketing Due Diligence diagnostic process?
Explicating the strategy
Assessing the risks
Assessing shareholder value creation
What is the Marketing Due Diligence therapeutic process?
Implications of the Marketing Due Diligence process
Chapter 3: The implications of implementing Marketing Due Diligence
Fast track
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
Adjusting marketing planning outcomes
Placing the adjusted financial return into context
Allowing for ‘capital at risk’
Highlighting deficiencies and key risks
Implications for users
Part 2: The Marketing Due Diligence Diagnostic Process
Chapter 4: Assessing market risk
Fast track
Some important background to what constitutes ‘success’
Short-term success
Strategy and tactics
The strategic marketing plan
Market risk
The meaning of ‘product’ and ‘market’
Combining product and market
Product/market growth or decline
Product and market combined
Market risk assessment
Conclusion
Chapter 5: Assessing share risk
Fast track
What do we mean by share risk?
How do we assess share risk?
Assessing target market risk
Assessing proposition risk
Assessing SWOT risk
Assessing uniqueness risk
Assessing future risk
Assessing other sources of share risk
Aggregating and applying share risk
Step 1: Explicate the marketing strategy
Step 2: Assess the explicated strategy against the sub-components of share risk
Step 3: Aggregate the sub-components into an overall assessment of share risk
Step 4: Identify the growth component of the strategy
Step 5: Moderate the growth component of the strategy to allow for risk
Step 6: Allow for complex strategies
The outcomes of share risk assessment
Chapter 6: Assessing profit risk
Fast track
Introduction
Profit pool risk
Profit sources risk
Competitor impact risk
Internal gross margin risk
Other costs risk
Summary
What do weak marketing strategies look like?
Part 3: The Marketing Due Diligence Therapeutic Process
Chapter 7: The key role of market definition and segmentation
Fast track
Introduction
Correct market definition
A crucial business discipline, not just a philosophical argument
Market mapping
Leverage points
Market segmentation
How customers vary: Needs-based segmentation
Some final thoughts
Chapter 8: Creating strategies that create shareholder value
Fast track
Starting from where we are
Understanding and managing market risk
Understanding and managing product category and market existence risk
Understanding and managing sales volume, forecast and pricing risks
Understanding and managing share risk
Reducing target market risk
Reducing proposition risk
Reducing SWOT alignment risk
Reducing uniqueness risk
Reducing future risk
Other components of share risk
Understanding and managing profit risk
Reducing profit pool risk
Reducing profit source risk
Reducing competitor impact risk
Reducing internal gross margin risk
Reducing other costs risk
Summary and conclusions
Chapter 9: Managing high-risk marketing strategies
Fast track
Allowing for risk
Risk equals volatility
Controllable versus uncontrollable volatility
Using real option analysis
Real option example
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
Afterword: What to do now
References and further reading
Index
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