TY  - BOOK
AU  - Jagpal,Sharan
AU  - Jagpal,Shireen
TI  - Fusion for profit: how marketing and finance can work together to create value 
SN  - 9780199870745 (ebook) :
AV  - HF5415 
U1  - 658.84 22
PY  - 2008///
CY  - New York
PB  - Oxford University Press
KW  - Marketing
KW  - Management
KW  - Costs
N1  - Includes bibliographical references and index
N2  - Jagpal covers in a comprehensive way how financial models can help firms make important decisions. Chapter topics range from how to compensate a sales force, to pricing and bundling strategy, to the measurement of advertising productivity. Case studies from a variety of industries illustrate each of Jagpal's points
UR  - http://dx.doi.org/10.1093/acprof:oso/9780195371055.001.0001
ER  -