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Marketing Due Diligence: Reconnecting Strategy to Share Price
The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability.89% (19)
Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-
. Does the promised market exist?
. Will the strategy deliver the market share promised?
. Will the market share create shareholder value?
This groundbreaking new 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
Surely, the time has come for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added?
* 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
Nestlé share price drops
Nestle share price dropped today in response to revalations from GreenPeace that Nestle is using Palm Oil from felled rainforests to make its products.Paddy Power betting on Anglo Irish Bank Share Compensation
Paddy Power's Sharon McHugh outside Anglo Irish bank today offering odds on how much compensation the Government will pay Anglo Irish Shareholders.
Brian J. Millard uses channel analysis to determine how certain share price cycles, made up of both random movement and predictable cyclical movement, should behave in the near future, giving the investor a powerful prediction tool. A considerable proportion of price movement is random and as such, investors cannot achieve 100 per cent success in predicting price movement. However, cycles are present in share price data, and channel analysis can be used to determine their position. Channel analysis enables investors to: rapidly scan a pool of 50-100 shares for new opportunities; identify the start and end of trends only a few days after the event; and, use one of three stop-loss methods as added insurance against extreme random movements. The author also discusses how probability analysis allows the investor to attain a better estimation of channel turning points, leading to greater profit potential. "Millard on Channel Analysis" is an invaluable guide for any investor who wants to make money by looking at share price cycles.See also:
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