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	Marketing Finance by Dr. Arjun Saini
	Price : Rs 298.00
	Your Price : Rs 259.26

The scope of marketing finance has enormously widened in the current scenario. The liberalization has brought new opportunities and threats to business and industry. Through the presence of foreign competitors, the businessmen and Industry have learnt the rules of the game of global business. The Central Government has brought new Companies Bill and other changes in the rules and regulations that govern the Indian Companies and their business methods.

In today`s world where positive cash flow is more important than book profit, Marketing finance can also be defined as planning for the future of a business enterprise to ensure a positive cash flow. Some experts also refer to Marketing finance as the science of money management. Marketing finance comprises the forecasting, planning, organizing, directing, co-ordinating and controlling of all activities relating to acquisition and application of the financial resources of an undertaking in keeping with its financial objective. The very elaborate definition given by Phillippatus is "Marketing finance is concerned with the managerial decisions that result in the acquisition and financing of short-term and long-term credits for the firm." As such it deals with the situations that require selection of specific assets (or combination of assets), the selection of specific problem of size and growth of an enterprise. The analysis of these decisions is based on the expected inflows and outflows of funds and their effect on managerial objectives.ISBN - 9789351421368

Pages : 246