Title: Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
Publisher: Business Expert Press
Publication Date: 2011
Language: English
ISBN 10: 1606491938
ISBN 13: 9781606491935
Binding: Soft cover
Condition: New

About this title

Synopsis

More than even before, marketers need to justify their decisions by linking them to the corporate bottom line. While this is a challenging task, what makes it more daunting is the absence of a systematic approach and an overarching metric to help make fi nancially sound marketing decisions. In this new book, Kumar and Gupta resolve both problems. They introduce breakthrough thinking around the fi nancial consequences of marketing actions and propose decision equity as the ultimate metric to connect marketing strategies to fi nancial success. Using numerous case studies from small fi rms to global conglomerates, they provide a comprehensive and robust framework for implementing a decision equity-based strategic approach within an organization. The authors build a compelling case for fact-based decision making and illustrate the power of cross- functional participation in strategic problem solving. They provide a step- by- step approach to build decision equity-based systems within fi rms. They show how organizations can win and achieve their strategic vision by developing a linkage orientation and learning how to connect their Actions to Profits.

About the Author

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.

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