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.
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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Format PDF ● Halaman-halaman 368 ● ISBN 9781136380303 ● Penerbit Taylor and Francis ● Diterbitkan 2012 ● Muat turun 6 kali ● Mata wang EUR ● ID 2472407 ● Salin perlindungan Adobe DRM
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