Marketing Due Diligence

Marketing Due Diligence

Reconnecting Strategy to Share Price

1st Edition - October 17, 2005

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  • Authors: Malcolm McDonald, Keith Ward, Brian Smith
  • eBook ISBN: 9780080459424

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At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.

Key Features

* Top level Cranfield based author team utilising latest Cranfield in-company research
* Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value
* Systematic and practical approach so that it can be used by both practitioners and students


Marketing Directors and Snr Marketing Executives
Finance Directors and Snr Finance Executives
MBA Marketing and Financial Strategy courses
Members of CIM SIGS in finance /CIM members

Table of Contents

  • A note for busy people: How to get the best out of this book
    Part 1 What is Marketing Due Diligence?
    Chapter 1: Why Chief Executive Officers must demand a revolutionary new approach from their Chief Marketing Officers
    Chapter 2: A process of Marketing Due Diligence
    Chapter 3: The implications of implementing Marketing Due Diligence
    Part 2 The Marketing Due Diligence Diagnostic Process
    Chapter 4: Assessing market risk
    Chapter 5: Assessing share risk
    Chapter 6: Assessing profit risk
    Part 3 The Marketing Due Diligence Therapeutic Process
    Chapter 7: The key role of market definition and segmentation
    Chapter 8: Creating strategies that create shareholder value
    Chapter 9: Managing high risk marketing strategies
    Chapter 10: Fast Track
    Afterword: What to do now
    References and further reading

Product details

  • No. of pages: 300
  • Language: English
  • Copyright: © Butterworth-Heinemann 2005
  • Published: October 17, 2005
  • Imprint: Butterworth-Heinemann
  • eBook ISBN: 9780080459424

About the Authors

Malcolm McDonald

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Affiliations and Expertise

Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK

Keith Ward

Affiliations and Expertise

Visiting Professor of Financial Strategy, Cranfield School of Management, UK

Brian Smith

Affiliations and Expertise

Managing Consultant, PragMedic and Doctoral Researcher at Cranfield University, UK.

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