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 fi nancial 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 fi rms. 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.