Keith Ward is the Director of the Marketing Accounting Research Centre at the School of Management, Cranfield Institute of Technology.

• 1: Introduction and overview; 1: Accounting as ‘the common business language’; 2: Analysis; 2: Establishing the start point; 3: Financial statements; 4: Interpretation; 5: Specific marketing aspects; 3: Planning; 6: Setting objectives and selecting strategies; 7: Long-term planning; 8: Budgets and forecasts; 9: Financing the plan; 4: Control; 10: Designing control systems; 11: Operating control systems; 5: Applications and Examples; 12: Product; 13: Price; 14: Promotion; 15: Place; 16: Marketing strategy issues

Keith Ward is the Director of the Marketing Accounting Research Centre at the School of Management, Cranfield Institute of Technology.

• 1: Introduction and overview; 1: Accounting as ‘the common business language’; 2: Analysis; 2: Establishing the start point; 3: Financial statements; 4: Interpretation; 5: Specific marketing aspects; 3: Planning; 6: Setting objectives and selecting strategies; 7: Long-term planning; 8: Budgets and forecasts; 9: Financing the plan; 4: Control; 10: Designing control systems; 11: Operating control systems; 5: Applications and Examples; 12: Product; 13: Price; 14: Promotion; 15: Place; 16: Marketing strategy issues

Keith Ward is the Director of the Marketing Accounting Research Centre at the School of Management, Cranfield Institute of Technology.

• 1: Introduction and overview; 1: Accounting as ‘the common business language’; 2: Analysis; 2: Establishing the start point; 3: Financial statements; 4: Interpretation; 5: Specific marketing aspects; 3: Planning; 6: Setting objectives and selecting strategies; 7: Long-term planning; 8: Budgets and forecasts; 9: Financing the plan; 4: Control; 10: Designing control systems; 11: Operating control systems; 5: Applications and Examples; 12: Product; 13: Price; 14: Promotion; 15: Place; 16: Marketing strategy issues