MTU Library Catalogue

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Financial aspects of marketing / Keith Ward.

By: Ward, Keith, 1949-.
Material type: materialTypeLabelBookPublisher: Oxford : Heinemann, 1989Description: xii, 434 p. ; 24 cm + pbk.ISBN: 0434922218 .Subject(s): Marketing | Marketing -- ManagementDDC classification: 658.155
Contents:
Part One: Introduction and overview -- Accounting as 'the common business language' -- Part Two: Analysis -- Establishing the start point -- Financial statements -- Interpretation -- Specific marketing aspects -- Part Three: Planning -- Setting objectives and selecting strategies -- Long-term planning -- Budgets and forecasts -- Financing the plan -- Part Four: Control -- Designing control systems -- Operating control systems -- Part Five: Applications and examples -- Product -- Price -- Promotion -- Place -- Marketing strategy issues.

Includes bibliographical references (page 427) and index.

Part One: Introduction and overview -- Accounting as 'the common business language' -- Part Two: Analysis -- Establishing the start point -- Financial statements -- Interpretation -- Specific marketing aspects -- Part Three: Planning -- Setting objectives and selecting strategies -- Long-term planning -- Budgets and forecasts -- Financing the plan -- Part Four: Control -- Designing control systems -- Operating control systems -- Part Five: Applications and examples -- Product -- Price -- Promotion -- Place -- Marketing strategy issues.