TY  - BOOK
AU  - Kumar,Piyush
AU  - Gupta,Kunal
TI  - Decision equity: the ultimate metric to connect marketing actions to profits 
T2  - Marketing strategy collection,
SN  - 9781606491942
AV  - HF5415.135 
PY  - 2011///.]
CY  - [New York, N.Y.] (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Marketing
KW  - Decision making
KW  - Action profit linkage
KW  - Linkage analysis
KW  - Decision equity
KW  - Linkage orientation
KW  - Customer satisfaction
KW  - Service quality
KW  - Return on marketing
KW  - Customer equity
KW  - Brand equity
KW  - [genre]
N1  - Includes bibliographical references (pages [169-171.) and index; 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; Access restricted to authorized users and institutions; 2; b; Also available in printing
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000057.html
ER  -