Fusion for Profit: How Marketing and Finance Can Work Together to Create Value
"Fusion for Profit is a one-of-a-kind exposition of how the fusion of marketing skill and financial discipline can drive shareholder value...This superb book is a must read for anyone interested in building businesses."--From the Foreword by Dinyar S. Devitre, Senior Vice President and Chief Financial Officer, Altria Group Inc."Bringing marketing and finance together is a massive endeavor, making this book unique in its scope and the breadth of the topics it covers...InFusion for Profit,Professor Jagpal brilliantly combines these seemingly disparate fields and proposes novel new theories and methods, many of them quite sophisticated. Even so, his ideas and messages are accessible to a wide audience." --From the Foreword by John A. Greco, Jr., President and CEO, Direct Marketing Association"This book is one of the most original and thorough discourses I have seen on how business ideas from multiple functional areas can be integrated. It is lucidly written and provides many, many insights for managers, as well as more academically oriented readers in search of grounding. A remarkable contribution to the literature that not only makes one think deeper and broader about business but provides concrete ways to effectively approach and model the pressing business issues of the day."--Richard P. Bagozzi, Professor of Marketing, University of Michigan"A required reading for practitioners and everybody who deals with marketing strategy... Jagpal's balanced exposition of theory and practice as it applies to the changing market conditions fills an important gap in the literature."--Enrique R. Arzac, Professor of Finance and Economics, Graduate School of Business, Columbia University"Sharan Jagpal'sFusion for Profitbreaks new ground in integrating marketing with the other functional areas of business-especially finance. Using a Q&A; format Professor Jagpal takes the reader on an easily accessible journey that yields new insights. Among other "ah ha" moments one will see the financial input to the key marketing metrics as well as understand why some advertising is directed not at Main Street, but rather to Wall Street"--Donald G. Morrison, William E. Leonhard Professor, UCLA and founding editor ofMarketing Science"This excellent book is comprehensive, accessible, practical, and consistent with modern theory. It represents a fusion between marketing and finance, but also its approach is a fusion of qualitative and quantitative methods The methods of analysis are expressed with just enough detail to be incisive yet easily understood."--David G. Luenberger, Professor of Management Science and Engineering, Stanford University