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Fusion for Profit: How Marketing and Finance Can Work Together to Create Value PDF

665 Pages·2008·3.59 MB·English
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Fusion for Profi t This page intentionally left blank Fusion for Profi t How Marketing and Finance Can Work Together to Create Value Sharan Jagpal With the assistance of Shireen Jagpal 1 2008 1 Oxford University Press, Inc., publishes works that further Oxford University’s objective of excellence in research, scholarship, and education Oxford New York Auckland Cape Town Dar es Salaam Hong Kong Karachi Kuala Lumpur Madrid Melbourne Mexico City Nairobi New Delhi Shanghai Taipei Toronto With offi ces in Argentina Austria Brazil Chile Czech Republic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland T ailand Turkey Ukraine Vietnam Copyright © 2008 by Oxford University Press, Inc. Published by Oxford University Press, Inc. 198 Madison Avenue, New York, New York 10016 www.oup.com Oxford is a registered trademark of Oxford University Press All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of Oxford University Press. Library of Congress Cataloging-in-Publication Data Jagpal, Sharan, 1947– Fusion for profi t : how marketing and fi nance can work together to create value / by Sharan Jagpal; with the assistance of Shireen Jagpal. p. cm. Includes index. ISBN 978-0-19-537105-5 1. Marketing—Management. 2. Marketing—Costs. I. Jagpal, Shireen. II. Title. HF5415.J333 2008 658.8′4—dc22 2007049183 9 8 7 6 5 4 3 2 1 Printed in the United States of America on acid-free paper Dedicated to my family and friends This page intentionally left blank If a man will begin with certainties, he shall end in doubts; but if he will be content to begin with doubt he shall end in certainties. —Francis Bacon (1561–1626) This page intentionally left blank Foreword Fusion for Profi t is a one-of-a-kind exposition of how the fusion of marketing skill and fi nancial discipline can drive shareholder value. Sharan Jagpal has written a highly readable book that is buttressed by fascinating examples and easy-to-understand “Maxims.” T is superb book is a must read for anyone interested in building businesses. Global and domestic markets today are highly competitive and equally complex. Within this environment, fi rms both large and small are faced with confl icting objectives, blinding uncer- tainty, and multifaceted challenges, and managers are constantly struggling with confounding questions such as the following: • Which products should be supported? • What’s the right level of support for existing brands versus new brands? • What is the right balance between market share growth and profi tability? • How should the fi rm measure the long-term eff ects of diff erent market- ing strategies? • What market does the fi rm really compete in? • How should one set the optimal price for a new product? • How does one fi gure out whether a new product is going to work or not? • What metrics should the fi rm use to evaluate consumer behavior? • What’s the right mix of advertising and product promotion? ix

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