Competing for Customers and Capital

Features

• Cover Type: Hard Cover with 272 pages
• Published by: South-Western Educational Pub
• Edition: 1st Edition March 23, 2006
• Written in: English
• ISBN 10 Number: 0324405979
• ISBN 13 Number: 978-0324405972
• Book Dimensions: 9.1 x 6 x 1.1 inches
• Weighs: 1.2 pounds

Product Review
"Competing for Customers and Capital is a thoughtful and thought-provoking presentation." -- Meyer Feldberg, Senior Advisor to Morgan Stanley and Dean Emeritus of Columbia Business School

"Cook breaks new ground by linking product and capital markets and revenue and shareholder value together." -- Tim Ambler, Senior Fellow, London Business School

"Cook’s Competing for Customers and Capital is one of those rarest and most valuable additions to business management." -- Kenneth J. Boudreaux, Professor of Economics and Finance, Tulane University

"New insights are often generated by those who are able to merge fields to gain fresh perspectives." -- Harry L. Davis, Roger L. and Rachael M. Goetz Distinguished Service Professor of Creative Management, Graduate School of Business, University of Chicago

Product 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."

Reader Reviews
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!