Fusion for Profit

Sharan Jagpal is Professor of Marketing at Rutgers Business School and president of Strategic Management & Marketing Consultants. He received MBA and Ph.D. degrees from Columbia University and a B.Sc. (Economics Honors) degree from the London School of Economics. He has 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, he 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. He has published widely in top-tier journals in different fields including marketing, economics, and statistics. His many publications have appeared in such journals as Marketing Science, Journal of Marketing Research, Journal of Business, International Economic Review, and Journal of 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.

PART I: FINANCIAL TOOLS NECESSARY FOR UNDERSTANDING THE MARKETING-FINANCE INTERFACE; PART II: DEFINING THE MARKET; PART III: UNDERSTANDING MARKET SHARES; PART IV: STRATEGIES AND PRICING POLICIES FOR NEW PRODUCTS; AND BUNDLES; PART V: INTEGRATING MARKETING STRATEGY AND THE SUPPLY CHAIN; PART VI: MARKETING POLICY AND CONSUMER BEHAVIOR; PART VII: HOW TO CHOOSE ADVERTISING AND PROMOTION STRATEGIES; PART VIII: HOW TO CHOOSE COMPENSATION PLANS; PART IX: HOW TO ALLOW FOR COMPETITIVE REACTION; PART X: OTHER APPLICATIONS OF FUSION FOR PROFIT