Marketing finance : turning marketing strategies into shareholder value
Author(s)
Bibliographic Information
Marketing finance : turning marketing strategies into shareholder value
Routledge, 2016
- : hbk
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Note
Originally published: Butterworth-Heinemann, 2004
Description and Table of Contents
Description
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 one: Overview - Creating shareholder value
- The virtuous circle of analysis, planning and control: developing an integrated model
- Part two: Analysis and design - The strategic management process: setting goals and objectives
- Future competitive environment review
- Existing position, appraisal and analysis
- Part three: Planning - The planning process: budgeting and beyond
- Strategic investment evaluation and control
- Product-led strategies
- Customer-led strategies
- Brand-led strategies
- Part four: Control - Establishing performance measures and benchmarks
- Exercising control over the future: explaining the past
- Feedback loops as a learning process.
by "Nielsen BookData"