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Palgrave Macmillan

Decision Making in Marketing and Finance

An Interdisciplinary Approach to Solving Complex Organizational Problems

  • Book
  • © 2014

Overview

Authors:
  1. Paul Sergius Koku
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Table of contents (10 chapters)

  1. Front Matter

    Pages i-xviii
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  2. Theory of the Firm

    • Paul Sergius Koku
    Pages 1-17

  3. The Customer Lifetime Value

    • Paul Sergius Koku
    Pages 19-33

  4. Strategic Marketing Plan

    • Paul Sergius Koku
    Pages 35-47

  5. Signaling in Finance and Marketing

    • Paul Sergius Koku
    Pages 49-68

  6. New-Product Introduction

    • Paul Sergius Koku
    Pages 69-81

  7. Sales Force Compensation and Management

    • Paul Sergius Koku
    Pages 83-98

  8. Marketing Communication

    • Paul Sergius Koku
    Pages 99-112

  9. Advertising

    • Paul Sergius Koku
    Pages 113-130

  10. Pricing and Sales Promotion

    • Paul Sergius Koku
    Pages 131-148

  11. Marketing Mistakes and Their Impact on the Firm

    • Paul Sergius Koku
    Pages 149-155

  12. Back Matter

    Pages 157-194
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Keywords

About this book

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.

About the author

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

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