Book Title: Contemporary Issues in Modern Business Management
Editor: Dr Giriraj Kiradoo
ISBN: 978-81-968148-9-2
Chapter: 5
DOI: https://doi.org/10.59646/bussmanagC5/123
Authors: Dr. Ashish Mishra1 and Mrs. V.G. Benila Selva Vincy2
1Professor and Head, Department of Management and Commerce, Mangalayatan University, Jabalpur, MP, India.
2Assistant Professor, Department of English, Dr. MGR Educational and Research Institute, Chennai, Tamil Nadu, India.
Abstract:
This chapter looks at the manner in which NPV, Internal Rate of Return (IRR), and Payback Period are used in capital planning to assess marketing initiatives. To ensure that marketing investments are in line with the organization’s overall financial objectives, financial marketing and capital budgeting collaborate to evaluate the possible benefits and drawbacks of marketing spending. Because consumer behaviours and industry trends are always evolving, financial marketers have hurdles when trying to explain and optimise their marketing expenses. Data analytics and technology may improve marketing capital planning, and the study also looks at how trustworthy financial forecasts are. This highlights the significance of close cooperation between the marketing and finance departments in determining the total monetary effect of marketing on the bottom line.