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) - Libros - Oxford University Press Inc - 9780195371055 - 27 de noviembre de 2008
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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)
Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

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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

Medios de comunicación Libros     Hardcover Book   (Libro con lomo y cubierta duros)
Publicado 27 de noviembre de 2008
ISBN13 9780195371055
Editores Oxford University Press Inc
Páginas 664
Dimensiones 166 × 235 × 36 mm   ·   1,15 kg
Lengua Inglés  

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