Designed to provide marketing managers and students with the
financial know-how to maximize the cost effectiveness of their
marketing activities, this is a concise account of how and why you
should integrate a financial function within the marketing process.
It 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. The text reflects the
trend towards stressing the need for marketing to contribute to
shareholder value and 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.
General
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