Endorsements
Endorsements by Practitioners
Dinyar S. Devitre, Senior Vice President and Chief Financial Officer, Altria Group Inc.
"Fusion for Profit is a one-of-a-kind exposition of how the fusion of marketing skill and financial discipline can drive shareholder value...This superb book is a must read for anyone interested in building businesses."
John A. Greco, Jr., President and CEO, Direct Marketing Association
"Bringing marketing and finance together is a massive endeavor, making this book unique in its scope and the breadth of the topics it covers...In Fusion for Profit, Professor Jagpal brilliantly combines these seemingly disparate fields and proposes novel new theories and methods, many of them quite sophisticated. Even so, his ideas and messages are accessible to a wide audience."
Endorsements by Academics
Kamel Jedidi, Professor and Chairperson, Marketing Division, Columbia Business School
“This seminal book has created an urgently needed new paradigm for business theory and practice. Jagpal has developed novel theories and practical methods for solving critical but neglected business problems. Given the book's conversational style, it is a must-read for multiple audiences ranging from CEOs to academics in multiple fields. I especially like Jagpal's practical approach based on simple but powerful examples...The theories and metrics for linking marketing actions to shareholder value are a much needed direction for the entire marketing profession.”
Richard P. Bagozzi, Professor of Marketing, University of Michigan
“This book is one of the most original and thorough discourses I have seen on how business ideas from multiple functional areas can be integrated. It is lucidly written and provides many, many insights for managers, as well as more academically oriented readers in search of grounding. A remarkable contribution to the literature that not only makes one think deeper and broader about business but provides concrete ways to effectively approach and model the pressing business issues of the day.”
Enrique R. Arzac, Professor of Finance and Economics, Graduate School of Business, Columbia University
“A required reading for practitioners and everybody who deals with marketing strategy... Jagpal’s balanced exposition of theory and practice as it applies to the changing market conditions fills an important gap in the literature.”
Donald G. Morrison, William E. Leonhard Professor, UCLA, and founding editor of Marketing Science
“Sharan Jagpal’s Fusion for Profit breaks new ground in integrating marketing with the other functional areas of business—especially finance. Using a Q&A format Professor Jagpal takes the reader on an easily accessible journey that yields new insights. Among other “ah ha” moments one will see the financial input to the key marketing metrics as well as understand why some advertising is directed not at Main Street, but rather to Wall Street.”
Recognition of Sharan Jagpal’s Impact on Management Research and Business Practice (Rutgers University)