Financial Aspects of Marketing

1. Auflage 1989
ISBN: 978-0-7506-1602-7
Verlag: Taylor & Francis Ltd

Buch, Englisch, 446 Seiten, Format (B × H): 156 mm x 236 mm, Gewicht: 783 g

Financial Aspects of Marketing is designed particularly for students taking the Part 2 Certificate paper in Financial and Management Accounting of the Chartered Institute of Marketing. The increased emphasis on marketing issues of the new paper and the use of financial information as an aid to decision making provide students with the ability to be 'financially literate'. Practical applications of financial concepts and tech­niques and their relevance to the marketing function are demonstrated. Contents include Introduction and overview: Analysis -establishing the starting point; Planning - setting objectives and strategies: Control - monitoring achievements: Applications and examples.

Autoren/Hrsg.

Ward, Keith

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel

Inhaltsverzeichnis

1: Introduction and overview; 1: Accounting as ‘the common business language’; 2: Analysis; 2: Establishing the start point; 3: Financial statements; 4: Interpretation; 5: Specific marketing aspects; 3: Planning; 6: Setting objectives and selecting strategies; 7: Long-term planning; 8: Budgets and forecasts; 9: Financing the plan; 4: Control; 10: Designing control systems; 11: Operating control systems; 5: Applications and Examples; 12: Product; 13: Price; 14: Promotion; 15: Place; 16: Marketing strategy issues

Über Autor(innen)

Keith Ward is the Director of the Marketing Accounting Research Centre at the School of Management, Cranfield Institute of Technology.