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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,
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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!
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Competing for Customers and Capital by Victor J. Cook (Hardcover - March 23, 2006)
$33.95 $22.41
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