This book is about linking marketing activities and outcomes to the financial performance of the organization. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization.

1. Introduction.- 2. The Financial Imperative of Marketing.- 3. Business Models: How Firms Make Money.- 4. Estimating Cash Flows.- 5. Intermediate Marketing Outcome Measures and Metrics.- 6. Linking Marketing Outcomes to Financial Performance.- 7. Creating and Measuring Brand Value.- 8. Customer Life Time Value: The Significance of Repeat Business.- 9. Anticipating the Future: Managing Risk and Real Options.- 10. Managing Portfolios of Products.- 11. Marketing Strategy and Financial Performance.- 12. Measurement Beyond the Firm.

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 the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.

“The next evolution of marketing involves greater linkage of marketing activities to value creation. Dave does a great job of laying that out for marketers who are savvy enough to be early adopters.” (Tony Pace, President and CEO of the Marketing Accountability Standards Board)

“Dave Stewart’s brilliant rendition of this book serves as a marketers’ guide for making the case for resources to financial decision makers. The powerful content of measuring brand value and customer value as well as managing risk, real options, and portfolio of products provides the necessary guidance for the financial decision makers.  A resourceful book at a compelling time!” (V Kumar, Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor of Marketing, Georgia State University, USA )

“Successful marketers must be prepared to justify their expenditures, activities, and outcomes in terms of their contribution to the financial performance of the firm. Stewart’s book is an excellent guide for practicing marketing managers and marketing students who wish to increase their value and credibility by translating marketing actions into financial results.” (Robert W. Palmatier, John C. Narver Chair in Business Administration and Professor of Marketing, University of Washington, USA)

A strong grounding in both marketing and finance; it will be the equivalent of capital budgeting texts in finance but with a focus on marketing Examples, templates, and other tools to facilitate the use of the concepts developed in the text Explicit linkages to work and publications of standard setting bodies such as the Marketing Accountability Standards Board (MASB), Financial Accounting Standards Board (FASB), American National Standards Institute (ANSI), and International Organization for Standardization (ISO)

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