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
Brand: Oxford University Press, USA
SKU: 9780195371055
Price: 8549.0 INR
Availability: InStock

by Sharan Jagpal , With The Assistance of Shireen Jagpal

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ISBN13: 9780195371055
Binding: Hardcover
Subject: N/A
Publisher: Oxford University Press, USA
Publisher Imprint: Oxford University Press, USA
Publication Date: September 26, 2008
Pages: 664
Original Price: GBP 59.0
Language: English
Edition: N/A
Item Weight: 1036 grams
BISAC Subject(s): Marketing / Multilevel

About The Book

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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