Sharan Jagpal – Fusion for Profit
Sharan Jagpal – Fusion for Profit

Sharan Jagpal – Fusion for Profit

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Sharan Jagpal – Fusion for Profit

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Description

The corporate world is typically structured in silos. Managers urgently need to overcome this “silo” effect by fusing ideas across different functional areas in the firm. In Fusion for Profit,Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and business consultant, explains in simple language using real-world examples how managers can use sophisticated concepts to fuse different functional areas in the firm, especially marketing and finance, to increase the firm’s value . The author provides novel solutions to a wide range of complex business problems ranging from choosing pricing and bundling strategies, to positioning and messaging strategies, to measuring brand equity, to measuring advertising productivity in a mixed media plan including Internet advertising, to compensating a multiproduct sales force, to measuring the potential gains and risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including AT&T,

About the Author

Sharan Jagpalis Professor of Marketing at Rutgers Business School and president of Strategic Management & Marketing Consultants. I have received an MBA and Ph.D. degrees from Columbia University and a B.Sc. (Economics Honors) degree from the London School of Economics. I have taught Executive MBA, MBA, and Ph.D. courses at many universities in the United States and abroad including Columbia, the International University of Japan, and McGill. In addition, I have regularly teaches executive courses for Rutgers in Beijing, Shanghai, and Singapore. He has served as an expert marketing witness and has consulted for major corporations as well as the United States government. I have published widely in top-tier journals in different fields including marketing, economics, and statistics. His many publications have appeared in such journals asMarketing Science, Journal of Marketing Research, Journal of Business, International Economic Review, and Journal of Classification. He is on the editorial boards of a number of journals and is the author of Marketing Strategy and Uncertainty (OUP, 1999), a book that has been described as “pioneering” by Harry M. Markowitz, Nobel laureate and inventor of modern portfolio theory in finance.

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