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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profi Ts (AGENCY/DISTRIBUTED) - Tapa blanda
Sinopsis
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.
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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.
"Sobre este título" puede pertenecer a otra edición de este libro.
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profi Ts (AGENCY/DISTRIBUTED) [Paperback] Piyush Kumar (author) & Kunal Gupta (author)
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Business Expert Press, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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Librería: Hay-on-Wye Booksellers, Hay-on-Wye, HEREF, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Very Good. Unused. Very minor shelf wear, with gentle scuffs to corners. Contents as new. Nº de ref. del artículo: 117588-9
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
Publicado por
Business Expert Press, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profi Ts (Paperback or Softback)
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Condición: New. Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profi Ts (Paperback or Softback) 0.6. Nº de ref. del artículo: BBS-9781606491935
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
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Business Expert Press, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
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Business Expert Press, US, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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Paperback. Condición: New. In this book, the authors introduce Decision Equity as a breakthrough, overarching metric that can help free marketing managers from their existing mental models, and provide avenues to efficiently convert the vast amounts of data at their disposal into powerful information to make informed long-term and short-term decisions about products, customers, markets, and overall business health. There are four key objectives that we wish to achieve through this book.First, they to introduce the underpinnings of a new flow-based measurement and management process that can promote truly unshackled thinking both within the marketing function as well as at its interface with other functional areas. Second, they demonstrate how firms can win by learning to conceptualize and discover the linkages between marketing and related non-marketing actions and their ultimate marketplace and financial consequences. Third, they provide guidance for how marketing managers and CMOs can significantly improve the outcomes of their decisions by following a verification-based linkage discovery process to connect marketing actions to profits. And fourth, they provide evidence for the efficacy of verification-based thinking centered on the principles of Decision Equity from successful marketing interventions and implementations in well-known organizations. Nº de ref. del artículo: LU-9781606491935
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
Publicado por
Business Expert Press, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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Condición: New. Provides avenues to convert the vast amounts of data at their disposal into powerful information to make informed long-term and short-term decisions about products, customers, markets, and overall business health. Num Pages: 181 pages, black & white illustrations. BIC Classification: KJMD. Category: (P) Professional & Vocational. Dimension: 228 x 153 x 10. Weight in Grams: 302. . 2011. Paperback. . . . . Nº de ref. del artículo: V9781606491935
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Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits
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Business Expert Press, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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DECISION EQUITY
Publicado por
Business Expert Press, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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Decision Equity : The Ultimate Metric to Connect Marketing Actions to Profits
Publicado por
Business Expert Press, 2011
ISBN 10: 1606491938
ISBN 13: 9781606491935
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Librería: GreatBookPrices, Columbia, MD, Estados Unidos de America
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Condición: New. Nº de ref. del artículo: 13533146-n
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