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Decision equity : the ultimate metric to connect marketing actions to profits / Piyush Kumar, Kunal Gupta.

By: Contributor(s): Material type: TextTextPublisher number: 2 | BEPSeries: Marketing strategy collectionPublisher: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2011.]Edition: 1st edDescription: 1 electronic text (xiii, 181 pages) : digital fileContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781606491942
Subject(s): Genre/Form: Additional physical formats: Print version:: No titleLOC classification:
  • HF5415.135
Online resources: Available additional physical forms:
Contents:
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.
Abstract: 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.
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Item type Current library Collection Call number URL Status Date due Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library ONLINE HF5415.135 (Browse shelf(Opens below)) Link to resource Available BEP10455450
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library Non-fiction HF5415.135 (Browse shelf(Opens below)) Link to resource Available 10455450

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.

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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.

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