Marketing finance : turning marketing strategies into shareholder value

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. * Concise account of how and why you should integrate a financial function within the marketing process.* Examples and case studies to demonstrate the marketing finance interface functioning in practice.* Reflects important new thinking that stresses the need for marketing to contribute to shareholder value. 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. * Concise account of how and why you should integrate a financial function within the marketing process. * Examples and case studies to demonstrate the marketing finance interface functioning in practice. * Reflects important new thinking that stresses the need for marketing to contribute to shareholder value. 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 "Marketing Finance: Turning Marketing Strategies into Shareholder Value is designed to provide marketing managers and students with the financial know-how to maximise the cost effectiveness of their marketing activities." "Building on the author's previous books, Financial Aspects of Marketing and Strategic Management Accounting, the book 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."--Jacket Stresses the pivotal relationship between finance and strategy in the marketing process, and demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan. This work also concentrates on how financial input in marketing can create shareholder value.