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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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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

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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

Determining the Advertising Budget

Determining the Advertising Budget

(p.265) 13 Determining the Advertising Budget
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

This chapter shows how the firm should coordinate its advertising decisions with the other elements of the marketing mix such as price and promotion, especially when demand is uncertain. It shows how the firm should vary its advertising spending over the product life cycle and the business cycle. In particular, it shows how marketing-finance fusion allows the firm to maximize its long-run performance under uncertainty.

Keywords:   certainty-equivalent demand, certainty-equivalent profit, demand uncertainty, demand-pull strategy, demand-push strategy, long-run profit, marketing-finance fusion, marketing mix coordination, promotion elasticity, risk-adjusted elasticity

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