Marketing and Finance: Seeking the Optimal Point of Integration for Business Operations

Author: [Australia] David Walters
Publisher:
Publish Date: 2001-07-01
Features: Senior managers often complain that marketing managers do not recognize the financial implications of their suggestions; financial managers have a limited understanding of marketing and its impact on fundamental issues such as sales, profit margins, and cash flow. The author has distilled over three decades of practical experience into this book to explore the financial implications of marketing decisions and the constraints they face in financial terms. This book provides an opportunity for marketing managers and financial managers to understand each other, enabling better collaboration and integration in the decision-making process. The book is divided into three parts, including: "The Intersection of Marketing and Finance," "Cost Implications and the Influence of Cost Characteristics on Marketing Strategic Decisions," and "Financial Structure and Performance Characteristics."