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Marketing Finance Turning Marketing Strategies into Shareholder Value 1st Edition by Keith Ward ISBN 0750657709 978-0750657709

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Marketing Finance Turning Marketing Strategies into Shareholder Value Keith Ward Digital Instant Download

Author(s): Keith Ward
ISBN(s): 9780750657709, 0750657707
Edition: Kindle
File Details: PDF, 2.95 MB
Year: 2004
Language: english
SKU: EB-1938052 Category: Tag:

Marketing Finance Turning Marketing Strategies into Shareholder Value 1st Edition by Keith Ward – Ebook PDF Instant Download/Delivery:  0750657709, 978-0750657709
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Product details: 

ISBN 10:  0750657709 

ISBN 13: 978-0750657709

Author: 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.

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

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Tags: Keith Ward, Marketing Finance Turning, Marketing Strategies, Shareholder Value