Decision equity the ultimate metric to connect marketing actions to profits /
Kumar, Piyush.
Decision equity the ultimate metric to connect marketing actions to profits / Piyush Kumar, Kunal Gupta. - first edition. - [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2011. - 1 electronic text (xiii, 181 pages) : digital file. - Marketing strategy collection, .
Part I. Competing by verification -- 1. Harnessing the power of data -- 2. The cost of intuition- based decision making -- 3. Ten questions to ask your mental models -- 4. Paradigm cycles and strategy prisons -- Part II. Decision equity -- 5. The ultimate management metric -- 6. Understanding decision equity: a flow-based approach -- 7. Linkage analysis: the engine that powers decision equity -- 8. The decision equity metric: operationalization -- Part III. Pursuing excellence through decision equity -- 9. A best practice approach to linkage analysis -- 10. Developing a linkage orientation -- Epilogue -- Appendix: The "analytical tools" of linkage analysis -- Notes -- References -- Index.
More than even before, marketers need to justify their decisions by linking them to the corporate bottom line. 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 financially sound marketing decisions.
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
9781606491942
Marketing--Decision making.
Action profit linkage Linkage analysis Decision equity Linkage orientation Customer satisfaction Service quality Return on marketing Customer equity Brand equity
HF5415 / .D435 2011
Decision equity the ultimate metric to connect marketing actions to profits / Piyush Kumar, Kunal Gupta. - first edition. - [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2011. - 1 electronic text (xiii, 181 pages) : digital file. - Marketing strategy collection, .
Part I. Competing by verification -- 1. Harnessing the power of data -- 2. The cost of intuition- based decision making -- 3. Ten questions to ask your mental models -- 4. Paradigm cycles and strategy prisons -- Part II. Decision equity -- 5. The ultimate management metric -- 6. Understanding decision equity: a flow-based approach -- 7. Linkage analysis: the engine that powers decision equity -- 8. The decision equity metric: operationalization -- Part III. Pursuing excellence through decision equity -- 9. A best practice approach to linkage analysis -- 10. Developing a linkage orientation -- Epilogue -- Appendix: The "analytical tools" of linkage analysis -- Notes -- References -- Index.
More than even before, marketers need to justify their decisions by linking them to the corporate bottom line. 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 financially sound marketing decisions.
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
9781606491942
Marketing--Decision making.
Action profit linkage Linkage analysis Decision equity Linkage orientation Customer satisfaction Service quality Return on marketing Customer equity Brand equity
HF5415 / .D435 2011