© 2014

Decision Making in Marketing and Finance

An Interdisciplinary Approach to Solving Complex Organizational Problems

  • Authors

Table of contents

  1. Front Matter
    Pages i-xviii
  2. Paul Sergius Koku
    Pages 1-17
  3. Paul Sergius Koku
    Pages 19-33
  4. Paul Sergius Koku
    Pages 35-47
  5. Paul Sergius Koku
    Pages 49-68
  6. Paul Sergius Koku
    Pages 69-81
  7. Paul Sergius Koku
    Pages 83-98
  8. Paul Sergius Koku
    Pages 99-112
  9. Paul Sergius Koku
    Pages 113-130
  10. Paul Sergius Koku
    Pages 131-148
  11. Paul Sergius Koku
    Pages 149-155
  12. Back Matter
    Pages 157-194

About this book


As interest in MBA programs and business schools more generally continues to grow, it is essential that teachers and students analyse their established strategy for decision making. The successful use of case studies in business schools shows the superior outcomes of an interdisciplinary approach to problem solving. Disappointingly, functional departmental silos within universities still exist and keep problem solvers from seeing all the effects of a given issue. In addition to providing teaching material, Decision Making in Marketing and Finance provides motives and strategies to break down functional silos in making informed and effective business and finance decisions. Koku achieves his goal by showing how value can be created for shareholders and other stakeholders, linking marketing and finance decision making, and providing much-needed teaching materials for an interdisciplinary approach to case analysis.


Marketing-Finance Interface Advertising communication Customer Lifetime Value decision making management marketing organization pricing Promotion strategic marketing

About the authors

Paul Sergius Koku is Professor at Florida Atlatic University, USA.

Bibliographic information

Industry Sectors
Finance, Business & Banking