Marketing Finance: Turning Marketing Strategies Into Shareholder Value Keith Ward

ISBN: 9786611014148

Published: January 1st 2004

ebook

362 pages


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Marketing Finance: Turning Marketing Strategies Into Shareholder Value  by  Keith Ward

Marketing Finance: Turning Marketing Strategies Into Shareholder Value by Keith Ward
January 1st 2004 | ebook | PDF, EPUB, FB2, DjVu, audiobook, mp3, ZIP | 362 pages | ISBN: 9786611014148 | 3.47 Mb

Building on the authors 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 areMoreBuilding on the authors 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.



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