Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits

Piyush Kumar, Kunal Gupta

ISBN 10: 1606491938 / ISBN 13: 9781606491935

Verlag: Business Expert Press, US, 2011

Beschreibung

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.

Bestandsnummer des Verkäufers LU-9781606491935

Bibliografische Details

• Titel: Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
• Verlag: Business Expert Press, US
• Erscheinungsjahr: 2011
• Sprache: Englisch
• ISBN-10: 1606491938
• ISBN-13: 9781606491935
• Einband: Paperback
• Zustand: New
• Gewicht: 309 Gramm

Über diesen Titel

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.

Über 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.