Fusion for profit [electronic resource] : how marketing and finance can work together to create value /
by Jagpal, Sharan; Jagpal, Shireen.
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BookPublisher: New York : Oxford University Press, c2008Description: 1 online resource (xxviii, 636 p.) : ill.ISBN: 9780199870745 (ebook) :.Subject(s): Marketing -- Management | Marketing -- CostsOnline 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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