Overview
This book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business What CEOs and the board need is a way of measuring the risk associated with a marketing strategy and hence its likely shareholder value creation.\xa0 This is the aim of Marketing Due Diligence. The book provides the tools for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added.
