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

Jagpal, Sharan/ Jagpal, Shireen

Oxford University Press Inc（2008/11発売）

• 製本 Hardcover:ハードカバー版／ページ数 664 p.
• 言語 ENG
• 商品コード 9780195371055
• DDC分類 658.8

Full 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.

Contents

PART I: FINANCIAL TOOLS NECESSARY FOR UNDERSTANDING THE MARKETING-FINANCE INTERFACE; PART II: DEFINING THE MARKET; PART III: UNDERSTANDING MARKET SHARES; PART IV: STRATEGIES AND PRICING POLICIES FOR NEW PRODUCTS; AND BUNDLES; PART V: INTEGRATING MARKETING STRATEGY AND THE SUPPLY CHAIN; PART VI: MARKETING POLICY AND CONSUMER BEHAVIOR; PART VII: HOW TO CHOOSE ADVERTISING AND PROMOTION STRATEGIES; PART VIII: HOW TO CHOOSE COMPENSATION PLANS; PART IX: HOW TO ALLOW FOR COMPETITIVE REACTION; PART X: OTHER APPLICATIONS OF FUSION FOR PROFIT