Marketing Finance

By Keith Ward

© 2004 – Routledge

368 pages

Purchasing Options:
Paperback: 9780750657709
pub: 2003-11-04
US Dollars$48.95
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e–Inspection Copy

About the Book

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.

Table of Contents

Part one: Overview - Creating shareholder value; The virtuous circle of analysis, planning and control: developing an integrated model; Part two: Analysis and design - The strategic management process: setting goals and objectives; Future competitive environment review; Existing position, appraisal and analysis; Part three: Planning - The planning process: budgeting and beyond; Strategic investment evaluation and control; Product-led strategies; Customer-led strategies; Brand-led strategies; Part four: Control - Establishing performance measures and benchmarks; Exercising control over the future: explaining the past; Feedback loops as a learning process.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS027000
BUSINESS & ECONOMICS / Finance
BUS041000
BUSINESS & ECONOMICS / Management
BUS043000
BUSINESS & ECONOMICS / Marketing / General