Financial Aspects of Marketing (MacMillan Business)

This is a core text for students studying the financial aspects of marketing for the first time. It moves systematically through the subjects covered in the majority of courses, reinforcing learning through a number of pedagogical features including: \*numerous exercises and examples \*learning objectives at the beginning of each chapter and summaries at the end \*case studies to pull together the areas so far covered The use of spreadsheets is integrated into the text. Front Matter....Pages i-xviii Introduction to the Finance and Marketing Interface....Pages 1-3 Front Matter....Pages 5-5 The Balance Sheet....Pages 7-14 The Cash Flow Statement and the Profit and Loss Account....Pages 15-20 The Matching Concept: Stock Valuation and Depreciation....Pages 21-30 Reconciliation of Financial Statements....Pages 31-36 Introduction to Spreadsheets: Calculations and Charts....Pages 37-49 Front Matter....Pages 53-53 Introduction to Ratio Analysis....Pages 55-57 Analysis of Asset Utilisation, Profitability and Performance....Pages 58-67 Returns to Investors....Pages 68-75 Analysis of Profit Pathways....Pages 76-84 Front Matter....Pages 89-89 Time Series Analysis....Pages 91-100 Using a Spreadsheet in Time Series Analysis....Pages 101-104 Short-term Forecasting....Pages 105-111 Forecasting Using Relationships Between Variables....Pages 112-117 Regression....Pages 118-123 Linear Regression on the Spreadsheet....Pages 124-129 Multiple Regression....Pages 130-134 Front Matter....Pages 139-139 Introduction to Costing Systems....Pages 141-150 Budgeting....Pages 151-158 Budgetary Control....Pages 159-166 Front Matter....Pages 171-171 Introduction to Decision-making....Pages 173-176 Introduction to Break-even Analysis....Pages 177-183 Sensitivity Analysis for Break-even Analysis....Pages 184-191 Short-term Decision-making....Pages 192-196 Pricing Decisions....Pages 197-202 Making Long-term Investment Decisions....Pages 203-211 Decision-making Under Risk....Pages 212-217 Long-term Decision-making on the Spreadsheet and Sensitivity Analysis....Pages 218-226 Back Matter....Pages 231-299 This work moves systematically through the subjects covered in the majority of marketing courses, reinforcing learning through a number of pedagogical features including exercises and examples. The use of spreadsheets is integrated into the text.