Marketing finance : turning marketing strategies into shareholder value
By: Ward, Keith
Material type: BookPublisher: London : Routledge, 2016.Description: xii, 349 p. : ill. ; 24 cm.ISBN: 9781138140707Subject(s): Marketing -- Management | Marketing -- Costs | Marketing -- Cost effectivenessItem type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.802 WA MA (Browse shelf) | Available | T0011355 |
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658.802 WA MA Marketing strategy : | 658.802 WA MA Marketing strategy : a decision-focused approach / | 658.802 WA MA Marketing strategy : a decision-focused approach / | 658.802 WA MA Marketing finance : turning marketing strategies into shareholder value | 658.802 WE HO How to write a marketing plan / | 658.802 WE MA Market segmentation : | 658.802 WE MA Market segmentation : |
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.
"Marketing Finance: Turning Marketing Strategies into Shareholder Value is designed to provide marketing managers and students with the financial know-how to maximise the cost effectiveness of their marketing activities." "Building on the author's previous books, Financial Aspects of Marketing and Strategic Management Accounting, the book 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."--Jacket.