Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profi Ts (AGENCY/DISTRIBUTED) - Softcover

Kumar, Piyush; Gupta, Kunal

Softcover

ISBN 10: 1606491938 ISBN 13: 9781606491935

Verlag: Business Expert Press, 2011

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Reseña del editor:

In this book, the authors introduce Decision Equity as a breakthrough, overarching metric that can help free marketing managers from their existing mental models, and provide avenues to efficiently convert the vast amounts of data at their disposal into powerful information to make informed long-term and short-term decisions about products, customers, markets, and overall business health. There are four key objectives that we wish to achieve through this book.

First, they to introduce the underpinnings of a new flow-based measurement and management process that can promote truly unshackled thinking both within the marketing function as well as at its interface with other functional areas. Second, they demonstrate how firms can win by learning to conceptualize and discover the linkages between marketing and related non-marketing actions and their ultimate marketplace and financial consequences. Third, they provide guidance for how marketing managers and CMOs can significantly improve the outcomes of their decisions by following a verification-based linkage discovery process to connect marketing actions to profits. And fourth, they provide evidence for the efficacy of verification-based thinking centered on the principles of Decision Equity from successful marketing interventions and implementations in well-known organizations.

Biografía del autor:

Dr. Piyush Kumar is associate professor of marketing at the Terry College of Business at the University of Georgia and currently a visiting associate professor of marketing at the Wharton School of Business at the University of Pennsylvania. He is also the president of Stratistics Inc., a marketing strategy and analytics firm. His areas of expertise include brand management, service strategies, marketing analytics, and linkage analysis. Dr. Kunal Gupta is a vice president at Burke Inc., where he consults extensively on topics related to decision equity for small as well as large Fortune 500 companies. He regularly speaks and conducts workshops related to the topic of decision equity, and has also served as a member of the Board of Examiners for the Malcolm Baldrige National Quality Awards.

Über diese Auflage

• Verlag: Business Expert Press
• Erscheinungsdatum: 2011
• ISBN 10: 1606491938
• ISBN 13: 9781606491935
• Einband: Tapa blanda
• Anzahl der Seiten: 200