Decision equity : the ultimate metric to connect marketing actions to profits / by Piyush Kumar, Kunal Gupta.

By:

Kumar, Piyush

Material type: Text

TextSeries: Publication details: New York, N.Y. : Business Expert Press, c2011.Edition: 1st edDescription: xiii, 181 pages ; 23 cmISBN:

9781606491935

Subject(s):

LOC classification:

HF 5415.135 .K86 2011

Contents:

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 -- 5. The Ultimate Management Metric? -- 6. Understanding Decision Equity: A Flow-BasedApproach -- 7. Linkage Analysis: The Engine ThatPowers Decision Equity -- 8. The Decision Equity Metric: Operationalization -- 9. A Best Practice Approach to Linkage Analysis -- 10. Developing a Linkage Orientation .

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 fi nancially sound marketing decisions. In this new book, Kumar and Gupta resolve both problems. They introduce breakthrough thinking around the fi nancial consequences of marketing actions and propose decision equity as the ultimate metric to connect marketing strategies to fi nancial success. Using numerous case studies from small fi rms to global conglomerates, they provide a comprehensive and robust framework for implementing a decision equity-based strategic approach within an organization. The authors build a compelling case for fact-based decision making and illustrate the power of cross- functional participation in strategic problem solving. They provide a step- by- step approach to build decision equity-based systems within fi rms. They show how organizations can win and achieve their strategic vision by developing a linkage orientation and learning how to connect their Actions to Profits.

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Holdings
Item type	Current library	Call number	Status	Barcode
Open Shelf	Albukhary International University LEVEL 2	HF 5415.135 .K86 2011 (Browse shelf(Opens below))	Available	1100027255

Total holds: 0

In this book, the authors 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.

Includes bibliographical references and index.

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 --
5. The Ultimate Management Metric? --
6. Understanding Decision Equity: A Flow-BasedApproach --
7. Linkage Analysis: The Engine ThatPowers Decision Equity --
8. The Decision Equity Metric: Operationalization --
9. A Best Practice Approach to Linkage Analysis --
10. Developing a Linkage Orientation .

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 fi nancially sound marketing decisions. In this new book, Kumar and Gupta resolve both problems. They introduce breakthrough thinking around the fi nancial consequences of marketing actions and propose decision equity as the ultimate metric to connect marketing strategies to fi nancial success. Using numerous case studies from small fi rms to global conglomerates, they provide a comprehensive and robust framework for implementing a decision equity-based strategic approach within an organization. The authors build a compelling case for fact-based decision making and illustrate the power of cross- functional participation in strategic problem solving. They provide a step- by- step approach to build decision equity-based systems within fi rms. They show how organizations can win and achieve their strategic vision by developing a linkage orientation and learning how to connect their Actions to Profits.

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