CATEGORY

More than even before, marketers need to justify their decisions by linking them to the corporate bottom line. While this is a challenging task, what makes it more daunting is the absence of a systematic approach and an overarching metric to help make fi nancially sound marketing decisions. In this new book, Kumar and Gupta resolve both problems. They introduce breakthrough thinking around the fi nancial consequences of marketing actions and propose decision equity as the ultimate metric to connect marketing strategies to financial success. Using numerous case studies from small fi rms to global conglomerates, they provide a comprehensive and robust framework for implementing a decision equity based strategic approach within an organization. The authors build a compelling case for fact-based decision making and illustrate the power of cross- functional participation in strategic problem solving. They provide a step- by-step approach to build decision equity based systems within firms. They show how organizations can win and achieve their strategic vision by developing a linkage orientation and learning how to connect their Actions to Profits.