CEOs will quickly make it mandatory reading, as it ties marketing back to the things that matter to the board of directors: profit and shareholder value. Marketing Due Diligence is not just a book, it's a process developed at Cranfield School of Management in the U.K. that says marketing needs to be a disciplined function, just like finance, rather than just the promotions division that makes cool ads. -  Marketing Magazine

About the Author

By Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK; Keith Ward, Visiting Professor of Financial Strategy, Cranfield School of Management, UK; and Brian Smith, Managing Consultant, PragMedic and Doctoral Researcher at Cranfield University, UK.