Publisher's Synopsis
This handbook explains accounting and financial skills which are relevant to selling and marketing operations. In four parts, the text covers the syllabus for The Institute of Marketing's certificate examination, the Financial Aspects of Marketing.;Part 1 covers the relationship between marketing and accounting, interpreting the financial position and trading results and costing. Part 2 deals with budgeting, planning for economic stockholding and finance and investments. Part 3 covers planning from a sales and marketing viewpoint and shows how to prepare a sales and marketing plan. Part 4 is devoted to ways of controlling performance through pricing, budget revision and cost and profit control.
