Marketing Finance Turning Marketing Strategies Into Shareholder Value

Designed to provide marketing managers and students with the financial know-how to maximize the cost effectiveness of their marketing activities, this is a concise account of how and why you should integrate a financial function within the marketing process. It 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. The text reflects the trend towards stressing the need for marketing to contribute to shareholder value and 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.