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Fusion for Profit: How Marketing and Finance Can Work Together to Create Value Jagpal, Sharan (Professor of Marketing, Rutgers Business School and president of Strategic Management & Marketing Consultants, Professor of Marketing, Rutgers Business School and president of Strategic Management & Marketing Consultants)
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Fusion for Profit: How Marketing and Finance Can Work Together to Create Value
Jagpal, Sharan (Professor of Marketing, Rutgers Business School and president of Strategic Management & Marketing Consultants, Professor of Marketing, Rutgers Business School and president of Strategic Management & Marketing Consultants)
The corporate world is typically structured in silos. While this type of structure may facilitate the daily functioning of an organization, some complex issues require a bigger-picture view. Fusion Marketing focuses on how senior management can work together with key departments in the firm, especially marketing and finance, to bring strategy decisions to a more sophisticated and higher level by understanding how the firm's marketing policies affect cash flows andhence the firm's value. Sharan Jagpal, a well-known and highly respected researcher in marketing theory, covers in a comprehensive way how financial models can help firms make important decisions. Chapter topics range from how to compensate a sales force, to pricing and bundling strategy, to themeasurement of advertising productivity and brand equity. Case studies from a variety of industries, including AT&T, Continental Airlines, Southwest Airlines, Coca-Cola, Verizon, Home Depot, and General Electric, illustrate each of Jagpal's points.
640 pages, 13 line illustrations
| Media | Books Hardcover Book (Book with hard spine and cover) |
| Released | November 27, 2008 |
| ISBN13 | 9780195371055 |
| Publishers | Oxford University Press Inc |
| Pages | 664 |
| Dimensions | 166 × 235 × 36 mm · 1.15 kg |
| Language | English |
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