Publisher's Synopsis
A common complaint from senior management is that marketing managers are often unaware of the financial implications of their recommendations. Equally, it could be argued that many financial managers lack an understanding of marketing and how it influences such basic issues as sales, margins and cash flow. Marketing and Finance offers the opportunity to both marketing and finance managers to gain a better understanding of how their roles integrate in corporate decision making .
Marketing and Finance uses a shareholder value model to make sense of the multiple ratios and relationships that comprise a firm s financial position. The model is then used in a variety of innovative ways to explore the financial implications of marketing decisions, and the financial constraints on those decisions. The text spans:
working capital management
fixed asset management
cash flow management
investment opportunity appraisal
cost structures and behaviour
the product range as a portfolio
Marketing and Finance is ideal for senior undergraduate programmes in marketing, and MBA programmes with an emphasis on integrative approaches to teaching. It is also the ideal reference for senior marketing and financial managers, providing them with a common framework for their strategic planning.
