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

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 consul...

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Tác giả chính: Jagpal, Sharan
Tác giả khác: Sharan Jagpal
Ngôn ngữ:Undetermined
English
Được phát hành: New York Oxford University Press 2008
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Thư viện lưu trữ: Trung tâm Học liệu Trường Đại học Trà Vinh
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100 |a Jagpal, Sharan 
245 0 |a Fusion for profit 
245 0 |b how marketing and finance can work together to create value 
245 0 |c Sharan Jagpal 
260 |a New York 
260 |b Oxford University Press 
260 |c 2008 
300 |a xxviii, 636 p. 
300 |c 24 cm 
504 |a Included glossary and index 
520 |a 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 
650 |a Marketing; Marketing 
700 |a Sharan Jagpal 
980 |a Trung tâm Học liệu Trường Đại học Trà Vinh