ENGLISH

Marketing Finance: Turning Marketing Strategies into Shareholder Value

By Keith Ward

Book information

Year
2003
ISBN
0750657707, 9780750657709, 9781429484343
Language
english
Format
PDF
Filesize
3 MB (3095779 bytes)
Edition
1
Pages
368\363
Topic
Business Marketing
Time added
2011-06-04 13:46:07

Description

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. * 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.

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