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

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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 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.

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Editorial Reviews

From the Publisher
"Fusion for Profit is a one-of-a-kind exposition of how the fusion of marketing skill and financial discipline can drive shareholder value...This superb book is a must read for anyone interested in building businesses."—From the Foreword by Dinyar S. Devitre, Senior Vice President and Chief Financial Officer, Altria Group Inc.

"Bringing marketing and finance together is a massive endeavor, making this book unique in its scope and the breadth of the topics it covers...In Fusion for Profit, Professor Jagpal brilliantly combines these seemingly disparate fields and proposes novel new theories and methods, many of them quite sophisticated. Even so, his ideas and messages are accessible to a wide audience." —From the Foreword by John A. Greco, Jr., President and CEO, Direct Marketing Association

"This book is one of the most original and thorough discourses I have seen on how business ideas from multiple functional areas can be integrated. It is lucidly written and provides many, many insights for managers, as well as more academically oriented readers in search of grounding. A remarkable contribution to the literature that not only makes one think deeper and broader about business but provides concrete ways to effectively approach and model the pressing business issues of the day."—Richard P. Bagozzi, Professor of Marketing, University of Michigan

"A required reading for practitioners and everybody who deals with marketing strategy... Jagpal's balanced exposition of theory and practice as it applies to the changing market conditions fills an important gap in the literature."—Enrique R. Arzac, Professor of Finance and Economics, Graduate School of Business, Columbia University

"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 easily accessible journey that yields new insights. Among other "ah ha" moments one will see 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

"This excellent book is comprehensive, accessible, practical, and consistent with modern theory. It represents a fusion between marketing and finance, but also its approach is a fusion of qualitative and quantitative methods The methods of analysis are expressed with just enough detail to be incisive yet easily understood."—David G. Luenberger, Professor of Management Science and Engineering, Stanford University

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Product Details

  • ISBN-13: 9780195371055
  • Publisher: Oxford University Press, USA
  • Publication date: 9/25/2008
  • Edition description: New Edition
  • Pages: 664
  • Product dimensions: 6.20 (w) x 9.30 (h) x 1.60 (d)

Meet the Author

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.

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Table of Contents

Foreword, Dinyar S. Devitre
Foreword, John A. Greco Jr.
PART I: Financial Tools Necessary for Understanding the Marketing-Finance Interface
1. Choosing Marketing Policy in the Short Run
2. Choosing Marketing Policy in the Long Run
PART II: Defining the Market
3. What is the Impact on Strategy?
PART III: Understanding Market Shares
4. 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 Bundles
6. Pricing New Products: Strategies and Caveats
7. Choosing Strategies for New Products Using Market-Level Data
8. Choosing Strategies for New Products Using Primary Data
9. Bundling
PART V: Integrating Marketing Strategy and the Supply Chain
10. Channels of Distribution
PART VI: Marketing Policy and Consumer Behavior
11. How Does Consumer Behavior Aff ect Marketing Policy?
PART VII: How to Choose Advertising and Promotion Strategies
12. Coordinating Advertising Strategy, Branding, and Positioning
13. Determining the Advertising Budget
14. Measuring Advertising Productivity
PART VIII: How to Choose Compensation Plans
15. How Should the Firm Compensate Managers to Maximize Performance?
16. How Should the Firm Compensate Its Sales Force? The Basic Moel
17. Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?
PART IX: How to Allow for Competitive Reaction
18. How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
PART X: Other Applications of Fusion for Profit
19. Measuring and Building Brand Equity
20. How Marketing Policy Aff ects Consumer Well-Being and Social Welfare
21. Internet Marketing
22. Mergers and Acquisitions
23. How to Choose Optimal International Marketing Strategies

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