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Fusion for Profit: How Marketing and Finance Can Work Together to Create Value de Sharan Jagpal

Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Autor Sharan Jagpal, Shireen Jagpal
en Limba Engleză Hardback – 27 noi 2008
The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and business consultant, explains in simple language using real-world examples how managers can use sophisticated concepts to fuse different functional areas in the firm, especially marketing and finance, to increase the firm's value. The author provides novel solutions to a wide range of complex business problems ranging from choosing pricing and bundling strategies, to positioning and messaging strategies, to measuring brand equity, to measuring advertising productivity in a mixed media plan including Internet advertising, to compensating a multiproduct sales force, to measuring the potential gains and risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including AT&T, Coca-Cola, Continental Airlines, General Electric, Home Depot, Southwest Airlines, and Verizon.
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Specificații

ISBN-13: 9780195371055
ISBN-10: 0195371054
Pagini: 664
Ilustrații: 13 line illustrations
Dimensiuni: 243 x 163 x 44 mm
Greutate: 1.25 kg
Editura: Oxford University Press
Colecția OUP USA
Locul publicării:New York, United States

Recenzii

This excellent book is comprehensive, accessible, practical, and consistent with modern theory. It represents a fusion between marketing and finance, but also its approach is a fusion of qualitative and quantitative methods The methods of analysis are expressed with just enough detail to be incisive yet easily understood.
This seminal book has created an urgently needed new paradigm for business theory and practice. Jagpal has developed novel theories and practical methods for solving critical but neglected business problems.
Fusion for Profit is a one-of-a-kind exposition of how the fusion of marketing skill and financial discipline can drive shareholder value...This superb book is a must read for anyone interested in building businesses.
Bringing marketing and finance together is a massive endeavor, making this book unique in its scope and the breadth of the topics it covers...In Fusion for Profit, Professor Jagpal brilliantly combines these seemingly disparate fields and proposes novel new theories and methods, many of them quite sophisticated. Even so, his ideas and messages are accessible to a wide audience.
This book is one of the most original and thorough discourses I have seen on how business ideas from multiple functional areas can be integrated. It is lucidly written and provides many, many insights for managers, as well as more academically oriented readers in search of grounding. A remarkable contribution to the literature that not only makes one think deeper and broader about business but provides concrete ways to effectively approach and model the pressing business issues of the day.
A required reading for practitioners and everybody who deals with marketing strategy... Jagpal's balanced exposition of theory and practice as it applies to the changing market conditions fills an important gap in the literature.
Sharan Jagpal's Fusion for Profit breaks new ground in integrating marketing with the other functional areas of business-especially finance. Using a Q&A format Professor Jagpal takes the reader on an easily accessible journey that yields new insights. Among other "ah ha" moments one will see the financial input to the key marketing metrics as well as understand why some advertising is directed not at Main Street, but rather to Wall Street

Notă biografică

Sharan Jagpal is Professor of Marketing at Rutgers Business School and president of Strategic Management & Marketing Consultants. He received MBA and Ph.D. degrees from Columbia University and a B.Sc. (Economics Honors) degree from the London School of Economics. He has taught Executive MBA, MBA, and Ph.D. courses at many universities in the United States and abroad including Columbia, the International University of Japan, and McGill. In addition, he regularly teaches executive courses for Rutgers in Beijing, Shanghai, and Singapore. He has served as an expert marketing witness and has consulted for major corporations as well as the United States government.He has published widely in top-tier journals in different fields including marketing, economics, and statistics. His many publications have appeared in such journals as Marketing Science, Journal of Marketing Research, Journal of Business, International Economic Review, and Journal of International Economic Review, and Journal of Classification. He is on the editorial boards of a number of journals and is the author of Marketing Strategy and Uncertainty (OUP, 1999), a book that has been described as "pioneering" by Harry M. Markowitz, Nobel laureate and inventor of modern portfolio theory in finance.