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

Author: Sharan Jagpal; Shireen Jagpal
Publisher: New York : Oxford University Press, 2008.
Edition/Format:   Print book : Biography : EnglishView all editions and formats
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Material Type: Biography
Document Type: Book
All Authors / Contributors: Sharan Jagpal; Shireen Jagpal
ISBN: 9780195371055 0195371054
OCLC Number: 804348905
Notes: Índex.
Description: xxviii, 636 p. ; 24 cm
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
Responsibility: by Sharan Jagpal ; with the assistance of Shireen Jagpal.

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Sharan Jagpal's Fusion for Profit breaks new ground in integrating marketing with the other functional areas of business-especially finance. Using a Q&A format Professor Jagpal takes the reader on an Read more...

 
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