Financial Aspects of Marketing is designed particularly for students taking the Part 2 Certificate paper in Financial and Management Accounting of the Chartered Institute of Marketing. The increased emphasis on marketing issues of the new paper and the use of financial information as an aid to decision making provide students with the ability to be 'financially literate'. Practical applications of financial concepts and techniques and their relevance to the marketing function are demonstrated. Contents include Introduction and overview: Analysis -establishing the starting point; Planning - setting objectives and strategies: Control - monitoring achievements: Applications and examples.
Biography
Keith Ward is the Director of the Marketing Accounting Research Centre at the School of Management, Cranfield Institute of Technology.
