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Full Description
Marketing managers are often unaware of the financial implications of their recommendations. Equally, many financial managers lack an understanding of marketing and how it influences such basics as sales, margins and cash flows. This book offers both marketing and financial managers a better understanding of how their roles integrate in corporate decision-making. The book first sets up a model for analyzing the interface between the marketing and finance of a firm. It then traces all the marketing operations and strategies through that model to their influence on the profit and loss, cash flow and balance sheet of the firm, as well as the investment and capital structure decisions of the firm. Finally, controls are reconsidered using financial management and accounting concepts.
Contents
AcknowledgementsIntroductionPART I MARKETING AND FINANCE INTERFACE ISSUES FOR MARKETING STRATEGY, ANALYSIS AND DECISIONS1 The Marketing/Finance Interfaces2 The Scope of Strategic Marketing Decisions3 Implementing Marketing StrategiesPART II COST IMPLICATIONS AND COST CHARACTERISTICS AFFECTING MARKETING STRATEGY DECISIONS4 The Financial Implications of Strategic Marketing Decisions5 The Financial Implications of Operational DecisionsPART III FINANCIAL STRUCTURE AND PERFORMANCE CHARACTERISTICS6 Measuring the Value Created for Shareholders - a Marketing Strategy Perspective7 Working Capital Management8 Managing The Fixed Asset Base9 Managing Cash Flows10 Capital Structure Decisions11 Investment Appraisal12 Developing and Managing a Business Portfolio13 Planning and ControlIndex
