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Marketing Finance: Turning Marketing Strategies Into Shareholder Value
by Keith Ward (Author),
Butterworth-Heinemann (Publisher)
Product Specifications
Book 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.
Book Specifications
ISBN-13 9780750657709
Language English
Binding Paper Back
Publisher Butterworth-Heinemann
Publishing Date 2003-11-04
Total Pages 368