Fusion for Profit e-bog
509,93 DKK
(inkl. moms 637,41 DKK)
The corporate world is typically structured in silos. Managers urgently need to overcome this "e;silo"e; 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 ...
E-bog
509,93 DKK
Forlag
Oxford University Press
Udgivet
26 september 2008
Genrer
Monetary economics
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9780199888122
The corporate world is typically structured in silos. Managers urgently need to overcome this "e;silo"e; 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.