Competing for Customers and Capital [Hardcover]

Victor J. Cook Jr. (Author)

Book Description

Publication Date: March 23, 2006 | ISBN-10: 0324405979 | ISBN-13: 978-0324405972 | Edition: 1

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.

Editorial Reviews

Review

"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."

About 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.

Product Details

• Hardcover: 258 pages
• Publisher: South-Western Educational Pub; 1 edition (March 23, 2006)
• Language: English
• ISBN-10: 0324405979
• ISBN-13: 978-0324405972
• Product Dimensions: 9 x 6.3 x 1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,533,042 in Books (See Top 100 in Books)

More About the Author

Victor Cook is Professor of Marketing Strategy, A. B. Freeman School of Business, Tulane University, New Orleans, Louisiana 70118-5669. Professor Cook received his B.A. at Florida State University in 1960, an M.S. from Louisiana State University in 1962, and a Ph.D. from the Rackham School of Graduate Studies at the University of Michigan in 1965. He began his career in 1964 as a doctoral fellow at the Marketing Science Institute (MSI) and a Lecturer in Marketing at the Wharton School of the University of Pennsylvania. In 1968 he went to Cambridge, MA as Associate Director of Research when MSI moved to the Harvard Business School. Cook served six years as a tenure-track Assistant Professor of Marketing at the University of Chicago's Graduate School of Business from 1969 through 1975. Since 1997 he also serves as president and design director of The Style Furniture Corporation (www.theStyle.com), a manufacturing and retailing company with patents and patents pending.

Professor Cook's first publication, "What Management Can Learn from the Borden Case," appeared in Business Horizons in 1966. A book, Brand Policy Determination, published by Allyn and Bacon, Boston, in 1967, followed this article. His paper with Rolando Polli entitled "Validity of the Product Life Cycle," has been cited in over one hundred refereed journal articles since its publication in the Journal of Business in October 1969. In 1978 his work with Jerome Herniter on "A Multidimensional Stochastic Model of Consumer Purchase Behavior," was published in Behavioral and Management Science in Marketing, ed. by Harry L. Davis and Alvin J. Silk, John Wiley and Sons, New York. Professor Cook's paper on "Marketing Strategy and Differential Advantage" appeared in the Journal of Marketing in the spring, 1983. His paper "The Net Present Value of Market Share" was published in the summer, 1985 issue of the Journal of Marketing. Professor Cook presented a paper on "Marketing Risks and Rate of Return" at the ORSA/TIMS Marketing Science Conference in March 1988. With Jean-Claude Larr'ch' and Ed Strong in 1989 he published the second edition of Readings in Marketing Strategy, Scientific Press, San Francisco. From 1990 to 1996 Professor Cook was a member of the editorial board of the Journal of Marketing. In 1994-95 he served as Faculty Director of the Freeman MBA program. A paper on "Delphi Sampling" co-authored with David Frigstad appeared in Marketing Research in the fall, 1997. His paper 'Marketing's Impact on Firm Value: The Value-Sales Differential' appeared in Marketing Science Institute Reports, December 2003, pages 55-78. He presented a workshop on 'Valuing Intangibles: From Marketing Investments to Shareholder Value' at the Wharton School on February 24, 2005. A paper with Jianan Wu and Edward Strong on 'A Two Stage Model of the Promotional Performance of Pure Online Firms' was presented in June, 2002 at the INFORMS Marketing Science Conference, Edmonton, Canada. This paper was published in Information Systems Research in December 2005. Thomson Learning published his latest book, Competing for Customers and Capital, in March 2006.

In addition to teaching and academic research, Professor Cook devotes some time to executive seminars and forensic market research. He is listed in the current edition of Who's Who in America.

Customer Reviews

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4 of 4 people found the following review helpful:

5.0 out of 5 stars A new perspective for assessing firm performance, August 21, 2006

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This review is from: Competing for Customers and Capital (Hardcover)

Competing for Customers and Capital is a must read for those in the finance and marketing areas, and especially for those who are, or aspire to be, upper-level managers. Whether you agree with his approach or not, the concepts Cook presents will encourage you to think about the marketing-finance interface in a new and collaborative way. As the first set of chapters is devoted to developing the theoretical constructs used in the book, I would suggest that you begin with chapter 5, read thought to the end and then come back and read chapter 1. Chapters 2 through 4 are not for the quantitatively challenged. For me the book's most evocative idea is illustrated in Chart 1-5, which suggests a much broader and longer term view of the customer as captured by the enterprise marketing concept. Enjoy!