Managing Marketing-Finance Interface

The Need of Today

Abstract

Now a day’s wave of marketing is in full swing everywhere in corporate world. Marketing functions have become pivot of the business world by replacing the financial functions, which were in focus and crucial few decades ago. Even today finance functions are important but not as important as the Marketing functions. Friction between the marketing and finance functions would be detrimental to the smooth development and functioning of any business organization. Finance objectives like as value maximization to shareholders is integral parts of any new strategy adopted by the organization e.g. expansion or diversification. But this objective seems to have been lost amidst the flurry of marketing activities focusing on market share. Conscious efforts must be taken to avoid the missing core objective and for sales growth.