Decision Equity: The Ultimate Metric to Connect Marketing Actions to Profits

  • 3h 8m
  • Kunal Gupta, Piyush Kumar
  • Business Expert Press
  • 2011

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 financially sound marketing decisions. In this new book, Kumar and Gupta resolve both problems. They introduce breakthrough thinking around the financial 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 firms 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.

About the Authors

Dr. Piyush Kumar is associate professor of marketing at the Terry College of Business at the University of Georgia and currently a visiting associate professor of marketing at the Wharton School of Business at the University of Pennsylvania. He is also the president of Stratistics Inc., a marketing strategy and analytics firm. His areas of expertise include brand management, service strategies, marketing analytics, and linkage analysis.

Dr. Kunal Gupta is a vice president at Burke Inc., where he consults extensively on topics related to decision equity for small as well as large Fortune 500 companies. He regularly speaks and conducts workshops related to the topic of decision equity, and has also served as a member of the Board of Examiners for the Malcolm Baldrige National Quality Awards.

In this Book

  • Decision Equity—The Ultimate Metric to Connect Marketing Actions to Profits
  • Prologue
  • Harnessing the Power of Data
  • The Cost of Intuition- Based Decision Making
  • Ten Questions to Ask Your Mental Models
  • Paradigm Cycles and Strategy Prisons
  • The Ultimate Management Metric?
  • Understanding Decision Equity—A Flow-Based Approach
  • Linkage Analysis—The Engine That Powers Decision Equity
  • The Decision Equity Metric—Operationalization
  • A Best Practice Approach to Linkage Analysis
  • Developing a Linkage Orientation
  • Epilogue
  • The “Analytical Tools” of Linkage Analysis
  • Notes
  • References