Fusion for Profit
How Marketing and Finance Can Work Together to Create Value
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37 742 Ft
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Product details:
- Publisher OUP USA
- Date of Publication 27 November 2008
- ISBN 9780195371055
- Binding Hardback
- No. of pages664 pages
- Size 163x243x44 mm
- Weight 1247 g
- Language English
- Illustrations 13 line illustrations 0
Categories
Short description:
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 and hence 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 the measurement 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.
MoreLong 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.
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.
Table of Contents:
Foreword
Foreword
PART I: Financial Tools Necessary for Understanding the Marketing-Finance Interface
Choosing Marketing Policy in the Short Run
Choosing Marketing Policy in the Long Run
PART II: Defining the Market
What is the Impact on Strategy?
PART III: Understanding Market Shares
Should the Firm Pursue Market Share?
Should the Multiproduct Firm Use the Market Share Metric?
PART IV: 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
PART V: Integrating Marketing Strategy and the Supply Chain
Channels of Distribution
PART VI: Marketing Policy and Consumer Behavior
How Does Consumer Behavior Aff ect Marketing Policy?
PART VII: How to Choose Advertising and Promotion Strategies
Coordinating Advertising Strategy, Branding, and Positioning
Determining the Advertising Budget
Measuring Advertising Productivity
PART VIII: 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?
PART IX: How to Allow for Competitive Reaction
How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
PART X: 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
