Decision equity : the ultimate metric to connect marketing actions to profits /

Decision equity : the ultimate metric to connect marketing actions to profits /

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Bibliographic Details
Author / Creator:	Kumar, Piyush.
Edition:	1st ed.
Imprint:	[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2011.
Description:	1 electronic text (xiii, 181 p.) : digital file.
Language:	English
Series:	Marketing strategy collection, 2150- 9662 Marketing strategy collection,
Subject:	Marketing -- Decision making. Marketing -- Decision making.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/10320918

Hidden Bibliographic Details
Other authors / contributors:	Gupta, Kunal.
ISBN:	9781606491942 (electronic bk.) 9781606491935 (pbk.)
Notes:	Includes bibliographical references (p. [169-171]) and index. Access restricted to authorized users and institutions. Also available in print. Mode of access: World Wide Web. System requirements: Adobe Acrobat reader. Title from PDF t.p. (viewed on March 15, 2011).
Summary:	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.
Other form:	Print version: 9781606491935
Standard no.:	10.4128/9781606491942
Publisher's no.:	2 BEP

Description
Summary:	In this book, we introduce Decision Equity as a breakthrough, overarching metric that can help free marketing managers from their existing mental models, and provide avenues to efficiently convert the vast amounts of data at their disposal into powerful information to make informed long-term and short-term decisions about products, customers, markets, and overall business health. There are four key objectives that we wish to achieve through this book. First, we wish to introduce the underpinnings of a new flow-based measurement and management process that can promote truly unshackled thinking both within the marketing function as well as at its interface with other functional areas. Second, we want to demonstrate how firms can win by learning to conceptualize and discover the linkages between marketing and related non-marketing actions and their ultimate marketplace and financial consequences. Third, we aim to provide guidance for how marketing managers and CMOs can significantly improve the outcomes of their decisions by following a verification-based linkage discovery process to connect marketing actions to profits. And fourth, we wish to provide evidence for the efficacy of verification-based thinking centered on the principles of Decision Equity from successful marketing interventions and implementations in well-known organizations.
Physical Description:	1 electronic text (xiii, 181 p.) : digital file.
Format:	Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.
Bibliography:	Includes bibliographical references (p. [169-171]) and index.
ISBN:	9781606491942 9781606491935
ISSN:	2150- 9662
Access:	Access restricted to authorized users and institutions.