Decision equity : the ultimate metric to connect marketing actions to profits / Piyush Kumar, Kunal Gupta.
Material type:
TextSeries: Marketing strategy collectionPublisher: New York, N.Y. : Business Expert Press, 2011Edition: 1st edDescription: xiii, 181 p. : ill. ; 23 cmISBN: 9781606491935 (pbk.); 1606491938 (pbk.); 9781606491942 (ebook); 1606491946 (ebook)Subject(s): Marketing -- Decision makingAbstract: 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 | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| 書 | 世新大學圖書館 三樓西文圖書區 | 圖書 | 658.802 Ku 2011 (Browse shelf) | 毀損 Damaged | E108878 |
Total holds: 0
Includes bibliographical references (p. [171]) and index.
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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