The truest sign that an executive has reached, or is on a
trajectory towards a senior position is when they start to look
outside of their own functional silo and consider business issues
that normally lie within the remit of other departments. Nowhere is
this more true than at the marketing/finance interface. At this
mission-critical boundary, senior marketers must understand the
implications of their strategies not just for sales or profit, but
on risk adjusted rate of return. Similarly, senior finance
executive can no longer manage the numbers; they must make critical
assessments of commercial goals and understand how alternative
marketing strategies may create or destroy shareholder value.
The Marketing and Finance Solution is the first book of
its kind to address this interface, not from a marketing or finance
angle, but from a combined perspective that incorporates leading
knowledge in both disciplines. Written by three leading academics
with decades of experience working across this functional boundary
in major multinationals, The Marketing and Finance
Solution is a unique and essential addition to the library of
senior marketing and finance professionals.
This updated, revised, 2nd edition of the critically acclaimed
Marketing Due Diligence includes a re-written first
chapter that compares effective and ineffective business plans to
identify the fundamentals of commercially successful strategies.
Filled with examples from both business-to-business as well as
consumer markets from a wide range of sectors, this new edition
includes a thorough update of those examples for the modern,
post-financial crash world.