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Fusion for Profit – How Marketing and Finance Can Work Together to Create Value - Oxford Scholarship Online
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Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Sharan Jagpal and Shireen Jagpal


This book shows how to fuse marketing, finance, and other disciplines to improve performance for the corporation or organization. Specifically, it shows decision makers at different levels in the organization and in different functional areas (e.g., marketing, finance, new product development, and human resources management) how to overcome the problems resulting from function- and discipline-based “silos.” The book has several novel features. All concepts are presented in a simple and easily accessible question-and-answer format. The book provides an in-depth analysis of a broad spectrum of i ... More

Keywords: auctions, behavioral targeting, brand equity, customer relationship management, CRM, Internet marketing, managerial compensation contracts, outsourcing, social welfare, strategic flexibility/real options, supply chain coordination

Bibliographic Information

Print publication date: 2008 Print ISBN-13: 9780195371055
Published to Oxford Scholarship Online: September 2008 DOI:10.1093/acprof:oso/9780195371055.001.0001


Affiliations are at time of print publication.

Sharan Jagpal, author
Author Webpage

Shireen Jagpal, author
Author Webpage

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I Financial Tools Necessary for Understanding the Marketing-Finance Interface

II Defining the Market

III Understanding Market Shares

IV Strategies and Pricing Policies for New Products and Product 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

VIII How to Choose Compensation Plans

IX How to Allow for Competitive Reaction

X Other Applications of Fusion for Profit

End Matter