In a business environment that demands ever greater accountability from marketing, it’s important for marketers to have a solid grounding in a conceptual framework of marketing finance that transcends flavor-of-the-month trends. Victor J. Cook, Jr. can be said without hyperbole to be one of the most important contributers to our understanding of marketing strategy and finance. Currently Emeritus Professor of Enterprise Marketing Strategy at Tulane University, Cook has written some of the most influential papers on marketing strategy and finance over the past 40 years, and one of the first to push forward concepts of Marketing Return on Investment.
In Competing for Customers and Capital , Cook lays out a new conceptual framework for understanding the role marketing plays in contributing to the bottom-line value of a product and a business. Forget the Wannamaker principal–that half of your marketing budget is wasted, you just don’t know which half. Cook puts forward concrete financial metrics that directly tie product markets and capital markets to revenue and shareholder value. These are new foundational concepts in business and marketing management that any marketing or general business executive must understand.
How The Book Discussion Works
1. All dialog will be carried out through blog postings and comments.
You don’t need to register or pay.
2. You can pick up a copy of the book at Amazon and join in at any point.
3. A schedule and index for the discussion is posted below, where all Book Discussion threads will be linked after posting. To keep up with the dialog either bookmark this page, or subscribe to this blog’s RSS feed. Need RSS help?.
4. To begin, just click on the first link in the schedule below, and return to this page when you want to move on.
Prologue—Oct. 16: Introduction
A Conversation with Victor Cook
Dialog: Competing for Customers and Capital
Dialog: Measuring Intangible Value
Week 1—Oct. 23: Theoretical Overview
Chapter 1: A Bridge to Tomorrow
Supplemental Material: 30-minute narrated PowerPoint supporting chapter 1.
Dialog: Understanding Intangibles
Week 2—Oct. 30: Product/Stock Markets
Chapter 2: Y’all Buckle That Seat Belt
Chapter 3: Who’s in My Strategic Group?
Supplemental Material: 20-minute narrated PowerPoint supporting chapter 2.
Dialog: How Marketing Creates Shareholder Value
Dialog: Penetrating the Mist of Marketing Financials
Week 3—Nov. 6: Earnings Quality
Chapter 4: Enterprise Marketing Expenses
Supplemental Material: 15-minute narrated PowerPoint supporting chapter 4.
Dialog: The Mysteries of Enterprise Marketing
Chapter 5: The Rule of Maximum Earnings
Supplemental Material: 15-minute narrated PowerPoint supporting chapter 5.
Dialog: The Rule of Maximum Earnings
Chapter 6: The Battle for Your Desktop
Supplemental Material: 15-minute narrated PowerPoint supporting chapter 6.
Dialog: The Battle For Your Desktop
Chapter 7: In search of Maximum Earnings
Supplemental Material: 15-minute narrated PowerPoint supporting chapter 7.
Dialog: In Search of Maximum Earnings
Week 4—Nov. 13: Valuation Model
Chapter 8: High-Fliers and Bottom-Feeders
Chapter 9: Competitive Stock Valuation
Supplemental Material: 15-minute narrated PowerPoint supporting chapter 9.
Dialog: Analyzing and Forecasting Enterprise Marketing Performance
Book Discussion Wrap Up
Dialog: Competing For Customers and Capital: Wrapup
The following papers by Victor J. Cook, Jr. were published in Journal of Marketing:
Marketing Strategy and Differential Advantage (PDF)
Understand Marketing Strategy and Differential Advantage(PDF)
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