The financial viewpoint (what marketing professionals need to focus on if they are to work successfully with finance directors)

Citation

McCormick, A. (2011), "The financial viewpoint (what marketing professionals need to focus on if they are to work successfully with finance directors)", Strategic Direction, Vol. 27 No. 9. https://doi.org/10.1108/sd.2011.05627iaa.006

The financial viewpoint (what marketing professionals need to focus on if they are to work successfully with finance directors)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 9

McCormick A., Samuels E., McCallum K. and Motha A.Marketing, March 2011, Start page: 25, No. of pages: 3

Brings together the views of three company financial directors (Eric Samuels (Intel), Ken McCallum (Match), Angela Motha (Method)) about what marketing professionals need to focus on if they are to be successful in delivering financial as well as great creative results. Explains the wide belief that finance directors tend to focus on controlling budgets, and prefer numbers to words, making them naturally antipathetic towards the company’s marketing function. Frames the relationship between finance directors and marketing professionals in terms of the way that the former are the power brokers behind any company’s marketing strategies. Offers the views of the three financial directors as a means of ensuring that marketers focus on the things that are necessary to ensure that they work together successfully.Article type: ViewpointISSN: 0025-3650Reference: 40AK271

Keywords: Finance, Marketing strategy, Organizations, Senior management, United Kingdom