Marketing & Finance: Working the Interface by David Walters

By David Walters

Advertising and marketing managers are frequently ignorant of the monetary implications in their concepts. both, many fiscal managers lack an figuring out of promoting and the way it impacts such fundamentals as revenues, margins and money flows. This booklet deals either advertising and marketing and fiscal managers a greater figuring out of ways their roles combine in company decision-making. The e-book first units up a version for studying the interface among the promoting and finance of an organization. It then strains the entire advertising and marketing operations and methods via that version to their effect at the revenue and loss, money circulate and stability sheet of the company, in addition to the funding and capital constitution judgements of the enterprise. ultimately, controls are reconsidered utilizing monetary administration and accounting techniques.

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Clearly marketing must ensure that it investigates the proposed opportunity in detail ensuring that the characteristics of it that introduce risk to the firm (for example, volumes to be achieved, margins or initial investment) are thoroughly evaluated. Cash flow management also has marketing/finance interests. Any business is concerned about liquidity—the ability to meet operating expenses from the revenues generated. It follows that reliable and accurate sales forecasts are required and that the financial management group will use market forecasts to reach decisions on future investment requirements.

They will require evaluation to ensure that given the estimates of stock and service levels, together with the proposed customer credit policy, the most cost effective means of financing the requirements is found. A financial management concern is the extent to which items that are essentially working capital items (such as inventory held for safety stock) may become a permanent feature and as such require long term funding. Financial management issues have some interface concerns of their own.

It is a corporate response to an opportunity it perceives in the marketplace, and it is the responsibility of the company to develop a supporting infrastructure which underwrites the positioning statement. It is essential that the company monitors customer perceptions of the positioning statement or theme. 5 Alliances help to expand the added value to the customer and expand the scope (market cell) of the business Positioning reflects the decision taken by the business to develop specific characteristics for sustaining competitive advantage.

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