Show Summary Details
- Title Pages
- Dedication
- Epigraph
- Foreword
- Foreword
- Preface
- 1 Choosing Marketing Policy in the Short Run
- 2 Choosing Marketing Policy in the Long Run
- 3 What is the Impact on Strategy?
- 4 Should the Firm Pursue Market Share?
- 5 Should the Multiproduct Firm Use the Market Share Metric?
- 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
- 10 Channels of Distribution
- 11 How Does Consumer Behavior Affect Marketing Policy?
- 12 Coordinating Advertising Strategy, Branding, and Positioning
- 13 Determining the Advertising Budget
- 14 Measuring Advertising Productivity
- 15 How Should the Firm Compensate Managers to Maximize Performance?
- 16 How Should the Firm Compensate Its Sales Force? The Basic Model
- 17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?
- 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
- 19 Measuring and Building Brand Equity
- 20 How Marketing Policy Affects Consumer Well-Being and Social Welfare
- 21 Internet Marketing
- 22 Mergers and Acquisitions
- 23 How to Choose Optimal International Marketing Strategies
- Glossary
- Index
Title Pages
Title Pages
- Source:
- Fusion for Profit
- Publisher:
- Oxford University Press
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- Title Pages
- Dedication
- Epigraph
- Foreword
- Foreword
- Preface
- 1 Choosing Marketing Policy in the Short Run
- 2 Choosing Marketing Policy in the Long Run
- 3 What is the Impact on Strategy?
- 4 Should the Firm Pursue Market Share?
- 5 Should the Multiproduct Firm Use the Market Share Metric?
- 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
- 10 Channels of Distribution
- 11 How Does Consumer Behavior Affect Marketing Policy?
- 12 Coordinating Advertising Strategy, Branding, and Positioning
- 13 Determining the Advertising Budget
- 14 Measuring Advertising Productivity
- 15 How Should the Firm Compensate Managers to Maximize Performance?
- 16 How Should the Firm Compensate Its Sales Force? The Basic Model
- 17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?
- 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
- 19 Measuring and Building Brand Equity
- 20 How Marketing Policy Affects Consumer Well-Being and Social Welfare
- 21 Internet Marketing
- 22 Mergers and Acquisitions
- 23 How to Choose Optimal International Marketing Strategies
- Glossary
- Index
