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

665 Pages·2008·3.59 MB·English

by  Sharan Jagpal

Fusion for Profi t
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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
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Copyright © 2008 by Oxford University Press, Inc.
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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
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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)
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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?
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