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

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