Marketing finance : turning marketing strategies into shareholder value /
Ward, Keith, 1949-
Marketing finance : turning marketing strategies into shareholder value / - Amsterdam ; London : Elsevier Butterworth-Heinemann, 2004. - xii, 349 p. : ill. ; 24 cm.
Includes index.
Designed to provide marketing managers and students with the financial know-how to maximize the cost effectiveness of their marketing activities, this is a concise account of how and why you should integrate a financial function within the marketing process.
0750657707 (pbk.) 9780750657709: £19.99 9780750657709 (pbk.)
Marketing--Management.
Marketing--Costs.
Marketing--Finance.
Marketing--Cost effectiveness.
658.802 / WAR
Marketing finance : turning marketing strategies into shareholder value / - Amsterdam ; London : Elsevier Butterworth-Heinemann, 2004. - xii, 349 p. : ill. ; 24 cm.
Includes index.
Designed to provide marketing managers and students with the financial know-how to maximize the cost effectiveness of their marketing activities, this is a concise account of how and why you should integrate a financial function within the marketing process.
0750657707 (pbk.) 9780750657709: £19.99 9780750657709 (pbk.)
Marketing--Management.
Marketing--Costs.
Marketing--Finance.
Marketing--Cost effectiveness.
658.802 / WAR