Building on the author's previous book, Financial Aspects of Marketing, Marketing Finance stresses the pivotal relationship between finance and strategy in the marketing process, and clearly demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan.
Professor Ward also concentrates on how financial input in marketing can create shareholder value and demonstrates how to achieve the required integration of the finance function with marketing for the successful modern business.
Marketing Finance is backed up with a number of integrated industry examples and case studies to demonstrate the success and failure caused by the marketing finance interface.

Part 1 Overview; Chapter 1 Creating Real Shareholder Value; Chapter 2 The Virtuous Circle of Analysis, Planning and Control; Part 2 Analysis and Design; Chapter 3 The Strategic Management Process; Chapter 4 Future Competitive Environment Review - Competitor Analysis; Chapter 5 Existing Position Appraisal; Part 3 Planning; Chapter 6 The Planning Process; Chapter 7 Strategic Investment Evaluation and Control; Chapter 8 Brand-Based Strategies; Chapter 9 Customer-Led Strategies; Chapter 10 Product-Based Strategies; Part 4 Control; Chapter 11 Exercising Control over the Future; Chapter 12 Establishing Performance Measures;