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Marketing and Financial Management: New Economy - New Interfaces

David L. Walters, Michael Halliday

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Abstract

Introduction.- PART ONE: MARKETING AND FINANCE ISSUES FOR MARKETING STRATEGY, ANALYSIS AND DECISIONS Current Perspectives of the Marketing/Finance Interface.- Marketing and Finance in the Economy New Roles New Relationships.- Business Planning in the Economy An Integrated Approach.- PART TWO: COST IMPLICATIONS AND COST CHARACTERISTICS AFFECTING MARKETING STRATEGY DECISIONS The Financial Implications of Strategic Marketing Decisions.- The Financial Implications of Operational Decisions.- PART THREE: FINANCIAL STRUCTURE AND PERFORMANCE CHARACTERISTICS Measuring the Value Created for Shareholders A Marketing Strategy Perspective.- Working Capital Management.- Managing the Fixed Asset Base.- Managing Cash Flows.- Capital Structure Decisions.- Investment Appraisal.- Developing and Managing a Business Portfolio.- Performance Planning and Control.

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Introduction.- PART ONE: MARKETING AND FINANCE ISSUES FOR MARKETING STRATEGY, ANALYSIS AND DECISIONS Current Perspectives of the Marketing/Finance Interface.- Marketing and Finance in the Economy New Roles New Relationships.- Business Planning in the Economy An Integrated Approach.- PART TWO: COST IMPLICATIONS AND COST CHARACTERISTICS AFFECTING MARKETING STRATEGY DECISIONS The Financial Implications of Strategic Marketing Decisions.- The Financial Implications of Operational Decisions.- PART THREE: FINANCIAL STRUCTURE AND PERFORMANCE CHARACTERISTICS Measuring the Value Created for Shareholders A Marketing Strategy Perspective.- Working Capital Management.- Managing the Fixed Asset Base.- Managing Cash Flows.- Capital Structure Decisions.- Investment Appraisal.- Developing and Managing a Business Portfolio.- Performance Planning and Control.

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Available abstract

Introduction.- PART ONE: MARKETING AND FINANCE ISSUES FOR MARKETING STRATEGY, ANALYSIS AND DECISIONS Current Perspectives of the Marketing/Finance Interface.- Marketing and Finance in the Economy New Roles New Relationships.- Business Planning in the Economy An Integrated Approach.- PART TWO: COST IMPLICATIONS AND COST CHARACTERISTICS AFFECTING MARKETING STRATEGY DECISIONS The Financial Implications of Strategic Marketing Decisions.- The Financial Implications of Operational Decisions.- PART THREE: FINANCIAL STRUCTURE AND PERFORMANCE CHARACTERISTICS Measuring the Value Created for Shareholders A Marketing Strategy Perspective.- Working Capital Management.- Managing the Fixed Asset Base.- Managing Cash Flows.- Capital Structure Decisions.- Investment Appraisal.- Developing and Managing a Business Portfolio.- Performance Planning and Control.

Key concepts: Marketing management, Business, Return on marketing investment, Marketing strategy, Finance, Marketing research, Marketing, Marketing effectiveness

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