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

图书简介

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.

馆藏图书馆

Yale University Library

Dinyar S. Devitre: Foreword; John A. Greco Jr.: Foreword; PART I: Financial Tools Necessary for Understanding the Marketing-Finance Interface; 1: Choosing Marketing Policy in the Short Run; 2: Choosing Marketing Policy in the Long Run; PART II: Defining the Market; 3: What is the Impact on Strategy?; PART III: Understanding Market Shares; 4: Should the Firm Pursue Market Share?; 5: Should the Multiproduct Firm Use the Market Share Metric?; PART IV: Strategies and Pricing Policies for New Products; and Bundles; 6: Pricing New Products: Strategies and Caveats; 7: Choosing Strategies for New Products Using Market-Level Data; 8: Choosing Strategies for New Products Using Primary Data; 9: Bundling; PART V: Integrating Marketing Strategy and the Supply Chain; 10: Channels of Distribution; PART VI: Marketing Policy and Consumer Behavior; 11: How Does Consumer Behavior Aff ect Marketing Policy?; PART VII: How to Choose Advertising and Promotion Strategies; 12: Coordinating Advertising Strategy, Branding, and Positioning; 13: Determining the Advertising Budget; 14: Measuring Advertising Productivity; PART VIII: How to Choose Compensation Plans; 15: How Should the Firm Compensate Managers to Maximize Performance?; 16: How Should the Firm Compensate Its Sales Force? The Basic Moel; 17: Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?; PART IX: How to Allow for Competitive Reaction; 18: How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach; PART X: Other Applications of Fusion for Profit; 19: Measuring and Building Brand Equity; 20: How Marketing Policy Aff ects Consumer Well-Being and Social Welfare; 21: Internet Marketing; 22: Mergers and Acquisitions; 23: How to Choose Optimal International Marketing Strategies

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Fusion for Profit:How Marketing and Finance Can Work Together to Create Value 利润的融合：营销与融资如何携手合作创造价值 政治经济学

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

利润的融合：营销与融资如何携手合作创造价值
政治经济学