ABSTRACT
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.
TABLE OF CONTENTS
part |58 pages
Overview
chapter |27 pages
Creating Real Shareholder Value
chapter |29 pages
The Virtuous Circle of Analysis, Planning and Control
part |91 pages
Analysis and Design
chapter |31 pages
Future Competitive Environment Review – Competitor Analysis
chapter |22 pages
Existing Position Appraisal
part |139 pages
Planning
chapter |26 pages
The Planning Process
chapter |36 pages
Strategic Investment Evaluation and Control
chapter |26 pages
Brand-Based Strategies
chapter |21 pages
Customer-Led Strategies
chapter |28 pages
Product-Based Strategies
part |53 pages
Control