Marketing and Financial Management de David Walters

Marketing and Financial Management: New Economy - New Interfaces

David Walters

Michael Halliday

en Limba Engleză Paperback – 17 noi 2004

This text explores in great depth marketing decisions that have implications for financial management. The emphasis on the financial management side of marketing makes the book relevant to a wide variety of advanced undergraduate and postgraduate courses. The book illustrates, uniquely, the interface between finance and management and, in particular, how strategic marketing decisions affect a company's financial management in terms of sales volume, profitability, return on investment and other indices of performance. The book is innovative and of a high standard with a strong authorial team in David Walters and Michael Halliday, who are both professors at the Sydney Graduate School of Management, Australia.

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Notă biografică

DAVID WALTERS is Professor of Management at the Sydney Graduate School of Management in Sydney, Australia. Prior to joining SGSM he was head of the Business Studies Department in the Division of Economic and Financial Studies at Macquarie University. He has published fourteen textbooks in business and marketing subjects and has acted as a consultant for a number of international companies including Harrods, Laura Ashley, Tesco and Marks and Spencer.MICHAEL HALLIDAY is Professor of Management at the Sydney Graduate School of Management, Australia. Prior to joining SGSM he was with the Macquarie Graduate School of Management and before that was Head of the School of Marketing at the University of Technology, Sydney. Before academic life he worked in marketing with Cadbury-Schweppes in the United Kingdom. He has published widely in international academic journals and is the co-author of three books.

Cuprins

Introduction PART ONE: MARKETING AND FINANCE ISSUES FOR MARKETING STRATEGY, ANALYSIS AND DECISIONS Current Perspectives of the Marketing/Finance Interface Marketing and Finance in the "New Economy" New Roles New Relationships Business Planning in the "New Economy" An Integrated Approach PART TWO: COST IMPLICATIONS AND COST CHARACTERISTICS AFFECTING MARKETING STRATEGY DECISIONS The Financial Implications of Strategic Marketing Decisions The Financial Implications of Operational Decisions PART THREE: FINANCIAL STRUCTURE AND PERFORMANCE CHARACTERISTICS Measuring the Value Created for Shareholders A Marketing Strategy Perspective Working Capital Management Managing the Fixed Asset Base Managing Cash Flows Capital Structure Decisions Investment Appraisal Developing and Managing a Business Portfolio Performance Planning and Control.