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

Name: Fusion for Profit How Marketing and Finance Can Work Together to Create Value
Price: 16.21 USD
Availability: InStock
ISBN: 9780195371055

ISBN-10: 0195371054

ISBN-13: 9780195371055

Edition: 2008

Authors: Sharan Jagpal, with the assistance of Shireen Jagpal

List price: $115.00

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Description:

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…

Book details

List price: $115.00
Copyright year: 2008
Publisher: Oxford University Press, Incorporated
Publication date: 9/26/2008
Binding: Hardcover
Pages: 664
Size: 9.57" wide x 6.42" long x 1.75" tall
Weight: 2.288
Language: English



Foreword



Foreword




Financial Tools Necessary for Understanding the Marketing-Finance Interface



Choosing Marketing Policy in the Short Run



Choosing Marketing Policy in the Long Run



Defining the Market



What is the Impact on Strategy?



Understanding Market Shares



Should the Firm Pursue Market Share?



Should the Multiproduct Firm Use the Market Share Metric?



Strategies and Pricing Policies for New Products and Bundles



Pricing New Products: Strategies and Caveats



Choosing Strategies for New Products Using Market-Level Data



Choosing Strategies for New Products Using Primary Data



Bundling



Integrating Marketing Strategy and the Supply Chain



Channels of Distribution



Marketing Policy and Consumer Behavior



How Does Consumer Behavior Aff ect Marketing Policy?



How to Choose Advertising and Promotion Strategies



Coordinating Advertising Strategy, Branding, and Positioning



Determining the Advertising Budget



Measuring Advertising Productivity



How to Choose Compensation Plans



How Should the Firm Compensate Managers to Maximize Performance?



How Should the Firm Compensate Its Sales Force? The Basic Moel



Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?



How to Allow for Competitive Reaction



How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach



Other Applications of Fusion for Profit



Measuring and Building Brand Equity



How Marketing Policy Aff ects Consumer Well-Being and Social Welfare



Internet Marketing



Mergers and Acquisitions



How to Choose Optimal International Marketing Strategies