Decision Making in Marketing and Finance

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.

Autorentext
Paul Sergius Koku is Professor at Florida Atlatic University, USA.

Inhalt

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