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ISBN: 0750657707Издательство: Butterworth-Heinemann
Год издания: 2003
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 thatare 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 forthe 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...