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From the Publisher"Cook breaks new ground by linking product and capital markets and revenue and shareholder value together in a way that is at once analytical and readable. Not the least of his insights is the way he portrays selling and general administrative expenses, not as the overhead most see but as an important value driver. Everyone who wants a rounded view of business strategy should read this extraordinary book."
"Cook's Competing for Customers and Capital is one of those rarest and most valuable additions to the literature of business management: a work that addresses the interactions between two classically separate (and often antagonistic) fields: marketing and finance. Business schools worldwide will benefit from this text and other fields of research will be enriched by its demonstration that these two disciplines have important and knowable connections."
"Competing for Customers and Capital is a thoughtful and thought-provoking presentation of the critical and at times subtle relationship between marketing and finance. Cook's analyses are quite perceptive and present the material in a realistic and engaging fashion. This book will enlighten students, scholars, and practitioners."
"In building a quantitative bridge between marketing and the finance department, Cook has constructed the elusive linkages between enterprise marketing investments, brand equity, and shareholder value. Cross the bridge and embrace the new science of marketing and corporate finance — you'll be at the vanguard of nothing short of a business revolution."
"In an era of ever-greater specialization, we sometimes forget that new insights are often generated by those who are able to merge fields to gain fresh perspectives. This rigorous yet readable book is a major contribution to our understanding of what drives enterprise value."