Fusion for Profit

Erscheinungsjahr 2016
ISBN: 978-0-19-537105-5
Verlag: ACADEMIC

Buch, Englisch, 664 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 1153 g

The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and business consultant, explains in simple language using real-world examples how managers can use sophisticated concepts to fuse different functional areas in the firm, especially marketing
and finance, to increase the firm's value. The author provides novel solutions to a wide range of complex business problems ranging from choosing pricing and bundling strategies, to positioning and messaging strategies, to measuring brand equity, to measuring advertising productivity in a mixed media plan
including Internet advertising, to compensating a multiproduct sales force, to measuring the potential gains and risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including AT&T, Coca-Cola, Continental Airlines, General Electric, Home Depot, Southwest Airlines, and Verizon.

Autoren/Hrsg.

Jagpal

Jagpal, Sharan

Jagpal, Shireen

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Internationale Finanzmärkte
• Wirtschaftswissenschaften Finanzsektor & Finanzdienstleistungen Internationale Finanzmärkte
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Geldwirtschaft, Währungspolitik

Über Autor(innen)

Sharan Jagpal is Professor of Marketing at Rutgers Business School and president of Strategic Management & Marketing Consultants. He received MBA and Ph.D. degrees from Columbia University and a B.Sc. (Economics Honors) degree from the London School of Economics. He has taught Executive MBA, MBA, and Ph.D. courses at many universities in the United States and abroad including Columbia, the International University of Japan, and McGill. In
addition, he regularly teaches executive courses for Rutgers in Beijing, Shanghai, and Singapore. He has served as an expert marketing witness and has consulted for major corporations as well as the United States government.

He has published widely in top-tier journals in different fields including marketing, economics, and statistics. His many publications have appeared in such journals as Marketing Science, Journal of Marketing Research, Journal of Business, International Economic Review, and Journal of International Economic Review, and Journal of Classification. He is on the editorial boards of a number of journals and is the author of Marketing Strategy and Uncertainty
(OUP, 1999), a book that has been described as "pioneering" by Harry M. Markowitz, Nobel laureate and inventor of modern portfolio theory in finance.