This work places management accounting clearly within the context of the strategic management of the business, and provides an overview of both competitive and corporate strategic issues.

Building on the author's previous book, Financial Aspects of Marketing, Marketing Finance stresses the pivotal relationship between finance and strategy in the marketing process, and clearly demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan. Professor Ward also concentrates on how financial input in marketing can create shareholder value and demonstrates how to achieve the required integration of the finance function with marketing for the successful modern business.Marketing Finance is backed...

This book focuses on the key value-creating activities, and the associated styles of corporate leaders. The authors have identified four different ways in which corporate leaders can have value-creating roles.

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability.

Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-

-Does the promised market...

This is the recommended principal text for the Financial Aspects of Marketing paper of the CIM Certificate Examination.