Fusion for profit: how marketing and finance can work together to create value

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Publisher:
Oxford University Press,
Pub. Date:
2008.
Language:
English
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. InFusion 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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ISBN:
9780199707898
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full_title fusion for profit how marketing and finance can work together to create value
author jagpal sharan
grouping_category book
lastUpdate 2016-12-14 05:07:33AM

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physical xxviii, 636 p. 24 cm.
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title Fusion for profit how marketing and finance can work together to create value
title_display Fusion for profit how marketing and finance can work together to create value
title_full Fusion for profit [electronic resource] : how marketing and finance can work together to create value / Sharan Jagpal ; with the assistance of Shireen Jagpal
title_short Fusion for profit
title_sort fusion for profit how marketing and finance can work together to create value
title_sub how marketing and finance can work together to create value