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Marketing Finance, by Keith Ward
Get Free Ebook Marketing Finance, by Keith Ward
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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.
- Sales Rank: #1808140 in Books
- Brand: Brand: Routledge
- Published on: 2003-02-06
- Released on: 2003-11-04
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .82" w x 6.13" l, 1.10 pounds
- Binding: Paperback
- 368 pages
- Used Book in Good Condition
Excerpt. © Reprinted by permission. All rights reserved.
Provides all the financial know-how a marketer needs to maximise cost effectiveness
Most helpful customer reviews
0 of 0 people found the following review helpful.
Smart integration for a new marketing focus
By Carlos
This is a very interesting book that introduce marketing strategy development under the focus of economic value or shareholder value creation. From the beginning, the writer strives for the integration of marketing and finances disciplines with management purpose. Reading this book is a must not only for practitioners, but also for academics.
0 of 0 people found the following review helpful.
Arrived as promised.
By Gretchen Gottlich
Arrived as promised.
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