Decision Equity
More than even before, marketers need to justify their decisions by linking them to the corporate bottom line. In this new book, Kumar and Gupta resolve both problems. While this is a challenging task, what makes it more daunting is the absence of a systematic approach and an ove… Celý popis ↓
Porovnanie cien Decision Equity
Popis Decision Equity
Decision Equity
More than even before, marketers need to justify their decisions by linking them to the corporate bottom line. In this new book, Kumar and Gupta resolve both problems. While this is a challenging task, what makes it more daunting is the absence of a systematic approach and an overarching metric to help make fi nancially sound marketing decisions.
Using numerous case studies from small fi rms to global conglomerates, they provide a comprehensive and robust framework for implementing a decision equity-based strategic approach within an organization. They introduce breakthrough thinking around the fi nancial consequences of marketing actions and propose decision equity as the ultimate metric to connect marketing strategies to fi nancial success. The authors build a compelling case for fact-based decision making and illustrate the power of cross- functional participation in strategic
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