Building Great Brands: Marketing talks it - Accounting misses it!
Accountants insist profit
MARKETING IS 'PRIMARY' AND FINANCE ONLY A 'SUPPORT' BUSINESS ACTIVITY
Of course, we always say money is the lifeblood or backbone of any
Despite the above, Michael Porter, the world's most respected thinker in Strategic Management, in his Value Chain Model, simply bundles up the finance function with other small functions such as legal affairs; into 'firm infrastructure', whilst locating marketing & sales as a primary, and hence a relatively more fundamental activity. The central aim of marketing
FINANCE ALWAYS SEEMS TO RUN INTO 'HEALTHY' CONFLICT WITH MARKETING
Experts often claim a perennial conflict between the finance and marketing functions by pointing to a Marketing Management Analytics (MMA) which found that only 7% of finance executives are satis
This age-old tension ranges from matters as tactical as how to deliver sales growth through credit (marketing and sales) without extra bad debt (finance), to matters as strategic as the MMA findings above, that is, the finance function placing the onus of proof -almost akin to a court of law, on the marketing function -to show the Return on
FINANCE DEMANDS ROI, WELL AWARE OF ITS LIMITATIONS
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