Marketing and financial management : new economy - new interfaces
著者
書誌事項
Marketing and financial management : new economy - new interfaces
Palgrave Macmillan, 2005
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This text explores in great depth marketing decisions that have implications for financial management. The emphasis on the financial management side of marketing makes the book relevant to a wide variety of advanced undergraduate and postgraduate courses. The book illustrates, uniquely, the interface between finance and management and, in particular, how strategic marketing decisions affect a company's financial management in terms of sales volume, profitability, return on investment and other indices of performance. The book is innovative and of a high standard with a strong authorial team in David Walters and Michael Halliday, who are both professors at the Sydney Graduate School of Management, Australia.
目次
Introduction.- PART ONE: MARKETING AND FINANCE ISSUES FOR MARKETING STRATEGY, ANALYSIS AND DECISIONS Current Perspectives of the Marketing/Finance Interface.- Marketing and Finance in the "New Economy" New Roles New Relationships.- Business Planning in the "New Economy" An Integrated Approach.- PART TWO: COST IMPLICATIONS AND COST CHARACTERISTICS AFFECTING MARKETING STRATEGY DECISIONS The Financial Implications of Strategic Marketing Decisions.- The Financial Implications of Operational Decisions.- PART THREE: FINANCIAL STRUCTURE AND PERFORMANCE CHARACTERISTICS Measuring the Value Created for Shareholders A Marketing Strategy Perspective.- Working Capital Management.- Managing the Fixed Asset Base.- Managing Cash Flows.- Capital Structure Decisions.- Investment Appraisal.- Developing and Managing a Business Portfolio.- Performance Planning and Control.
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