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

ISBN:

9781606491942

Title:

Author:

Kumar, Piyush.

Personal Author:

Kumar, Piyush.

Edition:

1st ed.

Publication Information:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2011.

Physical Description:

1 online resource (xiii, 181 pages).

Series:

Marketing strategy collection,

General Note:

Title from PDF title page (viewed Mar. 15, 2011).

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.

Local Note:

eBooks on EBSCOhost

Subject Term:

Marketing -- Decision making.

Added Author:

Gupta, Kunal.

Added Corporate Author:

Business Expert Press.

Format:

Electronic Resources

Electronic Access:

Click here to view

Publication Date:

2011

Publication Information:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2011.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.802 22	1:E-BOOK	1	1:ONLINE	Searching... Unknown

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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.