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

ISBN-10: 0195371054

ISBN-13: 9780195371055

Edition: 2008

List price: $71.00
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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 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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Book details

List price: $71.00
Copyright year: 2008
Publisher: Oxford University Press, Incorporated
Publication date: 9/26/2008
Binding: Hardcover
Pages: 664
Size: 6.50" wide x 9.25" long x 1.50" 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
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