Marketing Finance

Keith Ward author

Format:Paperback

Publisher:Taylor & Francis Ltd

Published:4th Nov '03

Currently unavailable, and unfortunately no date known when it will be back

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Marketing Finance cover

* Concise account of how and why you should integrate a financial function within the marketing process. * Examples and case studies to demonstrate the marketing finance interface functioning in practice. * Reflects important new thinking that stresses the need for marketing to contribute to shareholder value.

Stresses the pivotal relationship between finance and strategy in the marketing process, and demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan. This work also concentrates on how financial input in marketing can create shareholder value.

Building on the author's previous book, Financial Aspects of Marketing, Marketing Finance stresses the pivotal relationship between finance and strategy in the marketing process, and clearly demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan.

Professor Ward also concentrates on how financial input in marketing can create shareholder value and demonstrates how to achieve the required integration of the finance function with marketing for the successful modern business.

Marketing Finance is backed up with a number of integrated industry examples and case studies to demonstrate the success and failure caused by the marketing finance interface.

ISBN: 9780750657709

Dimensions: unknown

Weight: 554g

368 pages