Marketing and Financial Management : New Economy - New Interfaces (Paperback)

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.