Financial Aspects of Marketing

Download or read book Financial Aspects of Marketing written by Keith Ward and published by Routledge. This book was released on 2013-07-04 with total page 421 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 1989. 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.