Marketing Finance : Turning Marketing Strategies into Shareholder Value
Editorial Reviews
Book 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.
Book Info
Text provides marketing managers and students with the financial know-how to maximize the cost effectiveness of their marketing activities. 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. Includes index. Softcover.
Marketing Finance : Turning Marketing Strategies into Shareholder Value,Keith Ward,Butterworth-Heinemann,0750657707,Business & Economics,Business / Economics / Finance,Business/Economics,Finance,Marketing - General,Marketing - Product Management,Business & Economics / Management
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