دانلود کتاب Marketing & Finance: Working the Interface

فهرست مطالب :

Contents......Page 6
Acknowledgments......Page 11
Introduction......Page 12
PART I: MARKETING AND FINANCE INTERFACE ISSUES FOR MARKETING STRATEGY, ANALYSIS AND DECISIONS......Page 20
IMPLEMENTING THE STRATEGY DECISIONS......Page 21
1 THE MARKETING/FINANCE INTERFACES......Page 22
2 THE SCOPE OF STRATEGIC MARKETING DECISIONS......Page 42
3 IMPLEMENTING MARKETING STRATEGIES......Page 62
PART II: COST IMPLICATIONS AND COST CHARACTERISTICS AFFECTING MARKETING STRATEGY DECISIONS......Page 84
4 THE FINANCIAL IMPLICATIONS OF STRATEGIC MARKETING DECISIONS......Page 92
5 THE FINANCIAL IMPLICATIONS OF OPERATIONAL DECISIONS......Page 112
PART III FINANCIAL STRUCTURE AND PERFORMANCE CHARACTERISTICS......Page 146
6 MEASURING THE VALUE CREATED FOR SHAREHOLDERS— A MARKETING STRATEGY PERSPECTIVE......Page 167
7 WORKING CAPITAL MANAGEMENT......Page 188
8 MANAGING THE FIXED ASSET BASE......Page 215
9 MANAGING CASH FLOWS......Page 242
10 CAPITAL STRUCTURE DECISIONS......Page 262
11 INVESTMENT APPRAISAL......Page 274
12 DEVELOPING AND MANAGING A BUSINESS PORTFOLIO......Page 295
13 PLANNING AND CONTROL......Page 318
INDEX......Page 335