Decision making in marketing and finance : an interdisciplinary approach to solving complex organizational problems

著者

書誌事項

Decision making in marketing and finance : an interdisciplinary approach to solving complex organizational problems

Paul Sergius Koku

Palgrave Macmillan, 2014

大学図書館所蔵 件 / 全3件

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注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

As interest in MBA programs and business schools more generally continues to grow, it is essential that teachers and students analyse their established strategy for decision making. The successful use of case studies in business schools shows the superior outcomes of an interdisciplinary approach to problem solving. Disappointingly, functional departmental silos within universities still exist and keep problem solvers from seeing all the effects of a given issue. In addition to providing teaching material, Decision Making in Marketing and Finance provides motives and strategies to break down functional silos in making informed and effective business and finance decisions. Koku achieves his goal by showing how value can be created for shareholders and other stakeholders, linking marketing and finance decision making, and providing much-needed teaching materials for an interdisciplinary approach to case analysis.

目次

1. Theory of the firm 2. The Customer Lifetime Value 3. Strategic Marketing Plan 4. Signaling in Marketing 5. New Product Introduction 6. Sales force Compensation and Management 7. Marketing Communication 8. Advertising 9. Pricing and Sales Promotion 10. Marketing Mistakes and Their Impact on the Firm Cases

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