Jump to ContentJump to Main Navigation
Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
Users without a subscription are not able to see the full content.

Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 October 2021

Choosing Marketing Policy in the Short Run

Choosing Marketing Policy in the Short Run

(p.5) 1 Choosing Marketing Policy in the Short Run
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

This chapter introduces key financial tools necessary for understanding Fusion for Profit. This chapter shows how different ownership structures (i.e., whether the firm is publicly or privately held) affect the firm's tradeoff between risk and return. It also distinguishes the cases where the firm sells multiple products or has multiple divisions; in particular, it shows how privately and publicly held firms should coordinate their marketing and financial decisions under uncertainty.

Keywords:   certainty-equivalent profits, market segmentation, marketing-finance fusion, ownership structure, risk-adjusted ROI, risk premium

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .