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

Hardcover | October 10, 2008

bySharan Jagpal, Shireen Jagpal

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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 businessconsultant, 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 businessproblems 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 gainsand risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including ATandT, Coca-Cola, Continental Airlines, General Electric, Home Depot, Southwest Airlines, and Verizon.

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From the Publisher

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 businessconsultant, explains in simple language using real-wor...

Sharan Jagpal is Professor of Marketing at Rutgers Business School and president of Strategic Management and Marketing Consultants. He received MBA and Ph.D. degrees from Columbia University and a B.Sc. (Economics Honors) degree from the London School of Economics. He has taught Executive MBA, MBA, and Ph.D. courses at many universiti...

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Format:HardcoverDimensions:664 pages, 6.1 × 9.29 × 1.5 inPublished:October 10, 2008Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195371054

ISBN - 13:9780195371055

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Table of Contents

Dinyar S. Devitre: ForewordJohn A. Greco Jr.: ForewordPART I: Financial Tools Necessary for Understanding the Marketing-Finance Interface1. Choosing Marketing Policy in the Short Run2. Choosing Marketing Policy in the Long RunPART II: Defining the Market3. What is the Impact on Strategy?PART III: Understanding Market Shares4. 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 Bundles6. Pricing New Products: Strategies and Caveats7. Choosing Strategies for New Products Using Market-Level Data8. Choosing Strategies for New Products Using Primary Data9. BundlingPART V: Integrating Marketing Strategy and the Supply Chain10. Channels of DistributionPART VI: Marketing Policy and Consumer Behavior11. How Does Consumer Behavior Aff ect Marketing Policy?PART VII: How to Choose Advertising and Promotion Strategies12. Coordinating Advertising Strategy, Branding, and Positioning13. Determining the Advertising Budget14. Measuring Advertising ProductivityPART VIII: How to Choose Compensation Plans15. How Should the Firm Compensate Managers to Maximize Performance?16. How Should the Firm Compensate Its Sales Force? The Basic Moel17. Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?PART IX: How to Allow for Competitive Reaction18. How to Make Marketing Decisions When Competitors React: A Game-Theoretic ApproachPART X: Other Applications of Fusion for Profit19. Measuring and Building Brand Equity20. How Marketing Policy Aff ects Consumer Well-Being and Social Welfare21. Internet Marketing22. Mergers and Acquisitions23. How to Choose Optimal International Marketing Strategies

Editorial Reviews

"Sharan Jagpal's Fusion for Profit breaks new ground in integrating marketing with the other functional areas of business-especially finance. Using a QandA format Professor Jagpal takes the reader on an easily accessible journey that yields new insights. Among other "ah ha" moments one willsee the financial input to the key marketing metrics as well as understand why some advertising is directed not at Main Street, but rather to Wall Street"--Donald G. Morrison, William E. Leonhard Professor, UCLA and founding editor of Marketing Science