Marketing managers are often unaware of the financial implications of their recommendations. Equally, many financial managers lack an understanding of marketing and how it influences such basics as sales, margins and cash flows. This book offers both marketing and financial managers a better understanding of how their roles integrate in corporate decision-making. The book first sets up a model for analyzing the interface between the marketing and finance of a firm. It then traces all the marketing operations and strategies through that model to their influence on the profit and loss, cash flow and balance sheet of the firm, as well as the investment and capital structure decisions of the firm. Finally, controls are reconsidered using financial management and accounting concepts.