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A basic understanding of what is involved in financial analysis is essential for anyone in marketing. Marketing decision makers must be more disciplined and analytical in the way they plan, execute and evaluate marketing plans and strategy. Therefore it is essential to have a basic understanding of the financial implications of decision making and how financial measures can be used to monitor and control marketing operations. Financial analysis can be used to serve many areas in an organization but in the area of marketing analysis has several main functions. What are these functions of financial analysis and what are their methods and effects?

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