Fusion for Profit

The corporate world is typically structured in silos. While this type of structure may facilitate the daily functioning of an organization, some complex issues require a bigger-picture view. Fusion Marketing focuses on how senior management can work together with key departments in the firm, especially marketing and finance, to bring strategy decisions to a more sophisticated and higher level by understanding how the firm's marketing policies affect cash flows and hence the firm's value. Sharan Jagpal, a well-known and highly respected researcher in marketing theory, covers in a comprehensive way how financial models can help firms make important decisions. Chapter topics range from how to compensate a sales force, to pricing and bundling strategy, to the measurement of advertising productivity and brand equity. Case studies from a variety of industries, including AT&T, Continental Airlines, Southwest Airlines, Coca-Cola, Verizon, Home Depot, and General Electric, illustrate each of Jagpal's points.