Keith Ward
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.
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* 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 need for marketing to contribute to shareholder value.
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.
Stresses the pivotal relationship between finance and strategy in the marketing process, and demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan. This work also concentrates on how financial input in marketing can create shareholder value.
Keith Ward ist einer der hervorragendsten Philosophen-Theologen Englands, früher Professor in Oxford, heute am Gresham College in London tätig.
Inhaltsverzeichnis
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.
Klappentext
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.
* 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 need for marketing to contribute to shareholder value.
