Keith Ward & Malcolm McDonald 
Marketing and Finance 
Creating Shareholder Value

Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.

About the author

Professor Malcolm Mc Donald was recently cited as one of
the top marketing gurus in the world, along with Philip Kotler and
Michael Porter and, in a 2006 Times HE piece, he was named as one
of the top ten consultants in the UK. He is now Emeritus Professor
at Cranfield University School of Management where, until recently,
he was Professor of Marketing and Deputy Director. Formerly
Marketing Director of Canada Dry, he is Chairman of six companies
and works with many of the operating boards of the world’s
biggest multinationals on every continent. He is the author of over
40 books, many of which have been translated into several foreign
languages and has published hundreds of articles and papers.
Malcolm continues to research and teach at Cranfield and other
universities around the world, in addition to speaking engagements,
visiting lectures, and consultancy work.

Professor Brian D. Smith is a world-recognised expert on
competitive strategy in pharmaceutical and medical markets. He is
Adjunct Professor at Bocconi SDA and Visiting Research Fellow at
the Open University Business School, where his research interests
include strategy making and implementation in medical markets. He
is the editor of the Journal of Medical Marketing and the
author of over 200 books, papers and articles in the field of
marketing and competitive strategy. He also runs Pragmedic, a
specialist strategy consultancy and works with many of the
world’s leading pharma and medtech companies. Brian has over
30 years experience in medical technology and pharmaceutical
markets in both R&D and commercial roles. He has been a member
of the Chartered Institute of Marketing for over 20 years and is a
former International Vice Chair of the Board of Trustees. He
currently serves on the committees of two CIM groups, The Levitt
Group and the Medical Marketing Group.

Keith Ward studied economics at Cambridge and then
qualified as both a chartered accountant and a chartered management
accountant. He worked both in the City and abroad as a consultant
and held senior management positions in manufacturing and trading
companies (the last being as group financial director of Sterling
International). In 1981 Keith joined Cranfield School of
Management, where he progressed to become Professor of Financial
Strategy, as well as being Head of the Finance and Accounting Group
and Director of the Research Centre in Competitive Performance. In
addition to his academic work, he developed his own international
consultancy practice. He then moved to a Visiting Professorial role
at the School, while continuing with his research and consultancy
interests, until retiring at the end of 2009. He is the author of a
number of books including Marketing Finance. He has also
published numerous papers and articles, and contributed to several
other books, including as editor.