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Ncial input in marketing can create shareholder value and demonstrates how to achieve the reuired integration of the finance function with marketing for the successful modern businessMarketing Finance is backed up with a number of integrated industry examples and case studies to demonstrate the success and failure caused by the

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Marketing Finance

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 techniues and calculations that are necessary to formulate a comprehensive plan Professor Ward also concentrates on how fina

Keith Ward æ 1 SUMMARY

Marketing finance interface Concise account of how and why you should integrate a financial function within the marketing process Examples and case studies to demonstrate the marketing finance interface functioning in practice Reflects important new thinking that stresses the need for marketing to contribute to shareholder val