Marketing Accountability white papers & reference books

Free White Papers available for download

1. Marketing Due Diligence – Will the business plan deliver the shareholder value it promises?
2. Marketing Accountability – How do you get greater accountability for your marketing expenditure?
3. Marketing Insight and Accountability – Using marketing mix modelling.
4. Marketing Procurement – Adding Value by spending less.

Reference books

Marketing Due Diligence

Marketing Due Diligence is written for those who are concerned about shareholder value, especially Marketing Directors, CEOs and CFOs.

In short, Marketing Due Diligence explains how marketing strategies create or, more often, destroy shareholder value by ignoring the concept of business risk. It then goes on to provide a practical two-stage process of Marketing Due Diligence. The first, diagnostic stage enables the reader to test the shareholder value impact of their marketing strategy. The second uses any weaknesses identified by the diagnostic to direct practical steps to improving shareholder value creation. For non-marketers, this book allows them to hold their marketing colleagues to account. For marketers, this book allows them to demonstrate rigorously the value they create.

This book will tell readers:

• How different growth strategies lead to different kinds of business risks
• How to identify and measure the risks inherent in your marketing strategy
• How those risks can be used to calculate shareholder value added
• How strategies can be improved to improve shareholder value creation.

Based on many years of research into how some companies create shareholder value whilst many destroy it, this book is written for senior executives to highlight how they can demonstrably improve their shareholder value creation.

Marketing Due Diligence is available from Amazon.