Fusion for profit [electronic resource] : how marketing and finance can work together to create value / Sharan Jagpal ; with the assistance of Shireen Jagpal. Jagpal, Sharan, 1947- Jagpal, Shireen. Marketing Management. Marketing Costs. HF5415 658.84 22 Includes bibliographical references and index. Description based on print version record. Jagpal covers in a comprehensive way how financial models can help firms make important decisions. Chapter topics range from how to compensate a sales force, to pricing and bundling strategy, to the measurement of advertising productivity. Case studies from a variety of industries illustrate each of Jagpal's points. New York : Oxford University Press, c2008. c2008. 2008 Text 1 online resource (xxviii, 636 p.) : http://dx.doi.org/10.1093/acprof:oso/9780195371055.001.0001 eng