Financial Dimensions of Marketing Decisions
This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to
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Financial Dimensions of Marketing Decisions David W. Stewart
Palgrave Studies in Marketing, Organizations and Society Series Editor David W. Stewart College of Business Administration Loyola Marymount University Los Angeles, CA, USA
This book series will focus on the broader contributions of marketing to the firm and to society at large. It takes a focus more consistent with the original reasons the marketing discipline was founded, the creation of efficient systems through with societies provision themselves and match supply with the needs of a diverse market. First, it looks at the contribution of marketing to the firm, or more broadly, to the organization (recognizing that marketing plays a role in not-for-profit organizations, governments, and other organization, in addition to for-profit commercial businesses). Marketing plays a pivotal and unique role in the creation and management of intangible assets such as brands, customer lists and customer loyalty, trademarks, copyrights, patents, and specialized knowledge. Second, the series explores the broader contributions of marketing to the larger society of which it is a part. The societal effect of the modern firm, largely through the development of markets, can be seen in the per capita growth of GDP in Western Europe between 1350 and 1950. During this period, per capita GDP increased by almost 600%, while remaining virtually unchanged in China and India during the same period. Marketing has played an important role in the improvement of the quality of life through increasing the number, nature and variety products and services, the improvement of the quality and convenience of these product and services, and by making these products and services more readily accessible to larger numbers of persons. The series will examine ways in which marketing has been employed in the service of social welfare—to promote healthy behaviors, family planning, environmentally friendly behavior, responsible behavior, and economic development. More information about this series at http://www.palgrave.com/gp/series/16292
David W. Stewart
Financial Dimensions of Marketing Decisions
David W. Stewart College of Business Administration Loyola Marymount University Los Angeles, CA, USA
ISSN 2661-8613 ISSN 2661-8621 (electronic) Palgrave Studies in Marketing, Organizations and Society ISBN 978-3-030-15564-3 ISBN 978-3-030-15565-0 (eBook) https://doi.org/10.1007/978-3-030-15565-0 Library of Congress Control Number: 2019936177 © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar met
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