Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
Foreword Chapter 1: Marketing and Financial Performance Chapter 2: How CVA Affects Financial Performance Chapter 3: CVA Over Time Chapter 4: Perceived Value Chapter 5: Costs Chapter 6: Managing CVA Chapter 7: Managing CVA Over Time Chapter 8: Utilizing CVA for Strategic Decisions Chapter 9: Utilizing CVA for Marketing Program Decisions Chapter 10: Building the Marketing Accountability Scorecard Chapter 11: Organizing to Manage CVA Index
Library of Congress Subject Headings for this publication:
Marketing -- Management.
Economic value added.