Competing for Customers and Capital / Edition 1

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Make positive changes in your company with COMPETING FOR CUSTOMERS AND CAPITAL! This innovative text explains the relationships between enterprise marketing and corporate finance based on the common language of economic theory and financial accounting data. In the process, important metrics from marketing and finance are united and add to your fundamental understanding of what drives shareholder value.

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Editorial Reviews

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."

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Product Details

  • ISBN-13: 9780324405972
  • Publisher: Cengage Learning
  • Publication date: 3/23/2006
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Victor J. Cook Jr. is Professor of Marketing Strategy at Tulane University. In addition to his academic experience, he is president of The Style Furniture Corporation and holds patents and patents pending in design and manufacturing. He is the author of several successful books and received his M.S. from Louisiana State University and his Ph.D. from the Rackham School of Graduate Studies at the University of Michigan. He began his teaching career at the Wharton School of the University of Pennsylvania. Before joining the Freeman School he was Assistant Professor of Marketing at the Graduate School of Business at the University of Chicago.

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