Titel: Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profi Ts (Paperback or Softback)
Verlag: 3/10/2011
Erscheinungsjahr: 2011
Sprache: Englisch
ISBN-10: 1606491938
ISBN-13: 9781606491935
Einband: Softcover
Zustand: New
Gewicht: 0,6�Pfund

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Inhaltsangabe

More than even before, marketers need to justify their decisions by linkingthem to the corporate bottom line. While this is a challenging task,what makes it more daunting is the absence of a systematic approachand an overarching metric to help make fi nancially sound marketingdecisions.In this new book, Kumar and Gupta resolve both problems. Theyintroduce breakthrough thinking around the fi nancial consequences ofmarketing actions and propose decision equity as the ultimate metric toconnect marketing strategies to fi nancial success. Using numerous casestudies from small fi rms to global conglomerates, they provide a comprehensiveand robust framework for implementing a decision equity-basedstrategic approach within an organization.The authors build a compelling case for fact-based decision makingand illustrate the power of cross- functional participation in strategicproblem solving. They provide a step- by- step approach to build decisionequity-based systems within fi rms. They show how organizations can winand achieve their strategic vision by developing a linkage orientation andlearning how to connect their Actions to Profits.

�ber die Autorin bzw. den Autor

Piyush Kumar, PA Associate Professor of Marketing at the Terry College of Business, University of Georgia; and currently a visiting associate professor of marketing, Wharton School of Business at the University of Pennsylvania, USA.

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