Marketing Finance (Hardcover) (ISBN-13: 9781138140707)

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.

Author: Keith Ward
ISBN-10: 1138140708
ISBN-13: 9781138140707
Publisher: Routledge
Language: English
Published: 05/09/2016
Pages: 368
Format: Hardcover
Weight: 1.53lbs
Size: 9.21h x 6.14w x 0.88d