Marketing Finance
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Handbook Of Marketing And Finance
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Author : Shankar Ganesan
language : en
Publisher: Edward Elgar Publishing
Release Date : 2012
Handbook Of Marketing And Finance written by Shankar Ganesan and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Marketing Finance
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Author : Keith Ward
language : en
Publisher: Routledge
Release Date : 2012-05-31
Marketing Finance written by Keith Ward and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-31 with Business & Economics categories.
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 techniques and calculations that are necessary to formulate a comprehensive plan. Professor Ward also concentrates on how financial input in marketing can create shareholder value and demonstrates how to achieve the required integration of the finance function with marketing for the successful modern business. Marketing Finance is backed up with a number of integrated industry examples and case studies to demonstrate the success and failure caused by the marketing finance interface.
Marketing Finance
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Author : Keith Ward
language : en
Publisher: Routledge
Release Date : 2004
Marketing Finance written by Keith Ward and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
While building on the author's previous book, "Financial Aspects of Marketing," this book is designed to provide marketing managers and students with the financial know-how to maximize the cost effectiveness of their marketing activities.
Marketing Is Finance Is Business
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Author : Chris Burggraeve
language : en
Publisher: Gatekeeper Press
Release Date : 2019-06-08
Marketing Is Finance Is Business written by Chris Burggraeve and has been published by Gatekeeper Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-08 with Business & Economics categories.
Are (global) brands dead? Does marketing still matter? Is there still a "secret sauce” companies can apply to build winning brands in the future? Chris will show why great marketing is so much more than pretty pictures and Silicon snake oil. In his first book: ”MARKETING is FINANCE is BUSINESS” (published Dec 18), you will discover the rocket science behind the creation of marketing miracle$ in the galactic age upon us, in 4 stages 1) Look up: how to change our mindset from Thinking and Accting "Local/Global" to "Galactic" 2) Get your basic wings to fly: Understand the key historical models used in marketing and finance - the ones BOTH the CMO and CFO should know 3) (Re)Discover Burggraeve's 8 Marketing Fundamentals 4) Speak Better Wall Street - discover Alpha M - the world's first ever marketing model
Marketing And Finance
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Author : Malcolm McDonald
language : en
Publisher: John Wiley & Sons
Release Date : 2013-08-13
Marketing And Finance written by Malcolm McDonald and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-13 with Business & Economics categories.
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
Accountable Marketing
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Author : David W Stewart
language : en
Publisher: Routledge
Release Date : 2016-02-05
Accountable Marketing written by David W Stewart and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-05 with Business & Economics categories.
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
Basic Finance For Marketers
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Author : Steve Carter
language : en
Publisher: Food & Agriculture Org.
Release Date : 1997
Basic Finance For Marketers written by Steve Carter and has been published by Food & Agriculture Org. this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business & Economics categories.
Financial Aspects Of Marketing
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Author : Ruth A. Schmidt
language : en
Publisher: Bloomsbury Publishing
Release Date : 1996-10-23
Financial Aspects Of Marketing written by Ruth A. Schmidt and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-10-23 with Business & Economics categories.
This is a core text for students studying the financial aspects of marketing for the first time. It moves systematically through the subjects covered in the majority of courses, reinforcing learning through a number of pedagogical features including: - Numerous exercises and examples - Learning objectives at the beginning of each chapter and summaries at the end - Case studies to pull together the areas so far covered The use of spreadsheets is integrated into the text.
Financial Services Marketing
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Author : Christine Ennew
language : en
Publisher: Routledge
Release Date : 2017-11-07
Financial Services Marketing written by Christine Ennew and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-07 with Business & Economics categories.
Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from extensive international experience to ensure that this text will resonate with users across the globe. This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC. This fully updated and revised edition features: An expanded section on regulation which has international reach and addresses the post-Brexit world Greatly expanded coverage of digital marketing at both the strategic and tactical levels New material on how to improve a company’s trustworthiness and safeguard a culture that is customer-focussed New examples, vignettes and case studies that showcase best practice from around the world B2B and B2C marketing Upgraded PowerPoint support on the companion website Financial Services Marketing 3e will be hugely beneficial to academic students of marketing and finance, as well as essential reading to those industry-based and studying for professional qualifications.
Fusion For Profit
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Author : Sharan Jagpal
language : en
Publisher: Oxford University Press
Release Date : 2008-09-26
Fusion For Profit written by Sharan Jagpal and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-26 with Business & Economics categories.
The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and business consultant, explains in simple language using real-world examples how managers can use sophisticated concepts to fuse different functional areas in the firm, especially marketing and finance, to increase the firm's value. The author provides novel solutions to a wide range of complex business problems ranging from choosing pricing and bundling strategies, to positioning and messaging strategies, to measuring brand equity, to measuring advertising productivity in a mixed media plan including Internet advertising, to compensating a multiproduct sales force, to measuring the potential gains and risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including AT&T, Coca-Cola, Continental Airlines, General Electric, Home Depot, Southwest Airlines, and Verizon.