Fusion for profit [electronic resource] : how marketing and finance can work together to create value / Sharan Jagpal ; with the assistance of Shireen Jagpal.

By:

Jagpal, Sharan, 1947-

Contributor(s):

Jagpal, Shireen

Material type: Text

TextPublication details: New York : Oxford University Press, c2008.Description: 1 online resource (xxviii, 636 p.) : illISBN:

9780199870745 (ebook) :

Subject(s):

Additional physical formats: Print version: No titleDDC classification:

658.84 22

LOC classification:

HF5415

Online resources:

Oxford scholarship online

Summary: 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.

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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.

Description based on print version record.

Includes bibliographical references and index.

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