Marketing finance turning marketing strategies into shareholder value

Marketing finance turning marketing strategies into shareholder value

Stresses the pivotal relationship between finance and strategy in the marketing process, and demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan. This work also concentrates on how financial input in marketing can create shareholder value

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Bibliographic Details
Main Author: Ward, Keith 1949- (Author)
Format: Book
Language:English
Published: Oxford Butterworth-Heinemann 2004
Subjects:
Marketing > Management
Marketing > Costs
Marketing > Cost effectiveness
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