Title: Marketing Finance: Turning Marketing Strategies into Shareholder Value
Publisher: Routledge
Publication Date: 2003
Language: English
ISBN 10: 0750657707
ISBN 13: 9780750657709
Binding: Soft cover
Condition: Good

About this title

Synopsis

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.

About the Author

Keith Ward

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