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

by Jagpal, Sharan; Jagpal, with the assistance of Shireen

• ISBN13: 9780195371055
• ISBN10: 0195371054
• Format: Hardcover
• Copyright: 2008-09-26
• Publisher: Oxford University Press

Summary

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.

Author Biography

Sharan Jagpal is Professor of Marketing at Rutgers Business School and president of Strategic Management & 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 universities in the United States and abroad including Columbia, the International University of Japan, and McGill. In addition, he regularly teaches executive courses for Rutgers in Beijing, Shanghai, and Singapore. He has served as an expert marketing witness and has consulted for major corporations as well as the United States government. He has published widely in top-tier journals in different fields including marketing, economics, and statistics. His many publications have appeared in such journals as Marketing Science, Journal of Marketing Research, Journal of Business, International Economic Review, and Journal of Classification. He is on the editorial boards of a number of journals and is the author of Marketing Strategy and Uncertainty (OUP, 1999), a book that has been described as "pioneering" by Harry M. Markowitz, Nobel laureate and inventor of modern portfolio theory in finance.

Table of Contents

Foreword

Foreword

Financial Tools Necessary for Understanding the Marketing-Finance Interface

Choosing Marketing Policy in the Short Run

Choosing Marketing Policy in the Long Run

Defining the Market

What is the Impact on Strategy?

Understanding Market Shares

Should the Firm Pursue Market Share?

Should the Multiproduct Firm Use the Market Share Metric?

Strategies and Pricing Policies for New Products and Bundles

Pricing New Products: Strategies and Caveats

Choosing Strategies for New Products Using Market-Level Data

Choosing Strategies for New Products Using Primary Data

Bundling

Integrating Marketing Strategy and the Supply Chain

Channels of Distribution

Marketing Policy and Consumer Behavior

How Does Consumer Behavior Aff ect Marketing Policy?

How to Choose Advertising and Promotion Strategies

Coordinating Advertising Strategy, Branding, and Positioning

Determining the Advertising Budget

Measuring Advertising Productivity

How to Choose Compensation Plans

How Should the Firm Compensate Managers to Maximize Performance?

How Should the Firm Compensate Its Sales Force? The Basic Moel

Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?

How to Allow for Competitive Reaction

How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach

Other Applications of Fusion for Profit

Measuring and Building Brand Equity

How Marketing Policy Aff ects Consumer Well-Being and Social Welfare

Internet Marketing

Mergers and Acquisitions

How to Choose Optimal International Marketing Strategies

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