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Estimation of expected returns or cost of equity for individual stocks is a central issue to many financial and investment decisions such as capital budgeting, performance evaluation, merger and acquisitions, portfolio management, and security valuation. So, the question is how to predict or estimate rates of return for securities (stocks and bonds)? This book, therefore, provides a unique methods of success supplemental to the more traditional valuating and pricing cost of equities which is essential for capital budgeting and that most marketing developers currently use. The analysis useful to professionals in business, risk managements,Portfolio managers academics as will researchers and Marketing fields.