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Decision equity the ultimate metric to connect marketing actions to profits / Piyush Kumar, Kunal Gupta. [electronic resource]

By: Contributor(s): Material type: TextTextPublisher number: 2 | BEPSeries: Marketing strategy collectionPublication details: [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2011.Edition: first editionDescription: 1 electronic text (xiii, 181 pages) : digital fileContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781606491942
Subject(s): LOC 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.
Item type: Online Book
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Item type Current library Collection Call number URL Status Date due Barcode
Online Book 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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