fusion for profit - how marketing and finance can work together

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FusionforProfitThispageintentionallyleftblankFusionforProfitHowMarketingandFinanceCanWorkTogethertoCreateValueSharanJagpalWiththeassistanceofShireenJagpal120081OxfordUniversityPress,Inc.,publishesworksthatfurtherOxfordUniversity’sobjectiveofexcellence

2、inresearch,scholarship,andeducationOxfordNewYorkAucklandCapeTownDaresSalaamHongKongKarachiKualaLumpurMadridMelbourneMexicoCityNairobiNewDelhiShanghaiTaipeiTorontoWithofficesinArgentinaAustriaBrazilChileCzechRepublicFranceGreeceGuatemalaHungaryItalyJapan

3、PolandPortugalSingaporeSouthKoreaSwitzerlandThailandTurkeyUkraineVietnamCopyright©2008byOxfordUniversityPress,Inc.PublishedbyOxfordUniversityPress,Inc.198MadisonAvenue,NewYork,NewYork10016www.oup.comOxfordisaregisteredtrademarkofOxfordUniversityPressA

4、llrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorpermissionofOxfordUniversityPress.LibraryofCongressCataloging-

5、in-PublicationDataJagpal,Sharan,1947–Fusionforprofit:howmarketingandfinancecanworktogethertocreatevalue/bySharanJagpal;withtheassistanceofShireenJagpal.p.cm.Includesindex.ISBN978-0-19-537105-51.Marketing—Management.2.Marketing—Costs.I.Jagpal,Shireen.II.

6、Title.HF5415.J3332008658.8′4—dc222007049183987654321PrintedintheUnitedStatesofAmericaonacid-freepaperDedicatedtomyfamilyandfriendsThispageintentionallyleftblankIfamanwillbeginwithcertainties,heshallendindoubts;butifhewillbecontenttobeginwithdoubthesha

7、llendincertainties.—FrancisBacon(1561–1626)ThispageintentionallyleftblankForewordFusionforProfitisaone-of-a-kindexpositionofhowthefusionofmarketingskillandfinancialdisciplinecandriveshareholdervalue.SharanJagpalhaswrittenahighlyreadablebookthatisbuttres

8、sedbyfascinatingexamplesandeasy-to-understand“Maxims.”Thissuperbbookisamustreadforanyoneinterestedinbuildingbusinesses.Globalanddomesticmarketstodayarehighlycompetitiveandequallycomplex.Withinthisenvironment,firmsbothlargeandsmallarefacedwithco