By Malcolm McDonald

ISBN-10: 1118748662

ISBN-13: 9781118748664

ISBN-10: 111874876X

ISBN-13: 9781118748763

ISBN-10: 1118748891

ISBN-13: 9781118748893

ISBN-10: 1119953383

ISBN-13: 9781119953388

Written for advertising and finance administrators, CEOs, and strategists, in addition to MBA scholars, this sensible e-book explains the rules and perform at the back of rigorous due diligence in advertising. It connects advertising plans and funding to the valuation of the enterprise and the way it could give a contribution to expanding stakeholder price. thoroughly revised and up-to-date all through, the Second Edition gains new Read more...


Written for advertising and finance administrators, CEOs, and strategists, in addition to MBA scholars, this useful ebook explains the foundations and perform in the back of rigorous due diligence in advertising. It Read more...

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Sample text

Business plans appear to vary greatly between different types of company, but when one dissects them, they are in fact remarkably similar in their fundamentals. Whatever the nature of the enterprise, most business plans are, in essence, a request, a description and a promise. They request the allocation of some resources, describe how those resources will be used and promise to deliver an objective. Whether the plan is a two-pager for a small business or a 15Mb PowerPoint deck for a strategic business unit of a global multinational, it almost always boils down to that fundamental structure of a request, a description and a promise.

Hence the implications of using Marketing Due Diligence are to improve the marketing strategy in terms of its ability to create shareholder value. What is marketing? As Chapter 1 describes, both boards and investors need a better method of assessing the probability of business plans creating shareholder value. The financial due diligence process, for all its rigour and detail, only really considers the tangible aspects of a company’s valuation. Current, fashionable methods of valuing intangibles, such as brand valuation techniques, are fundamentally flawed.

Markets have inertia of their own and, since Apple had spent four years getting everyone to love their product, customers need a reason to buy something different from what everyone else is buying. Zune failed to provide any significant point of differentiation to the iPod in its overall value proposition. Underlying this was a failure to gain any insight into how this market is segmented and what differentiated value propositions may have appealed to different segments. 48 Nortel: Playing the wrong game Whilst all real-world examples of failure are necessarily simplifications, some must be more simplified than others and the challenge is to identify the lesson to be learned whilst also recognizing the wider context.

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Marketing and finance : creating shareholder value by Malcolm McDonald

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