Pushing the Numbers in Marketing: A Real-World Guide to Essential Financial Analysis

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This book covers in a vivid, readable style the basics of cost accounting, marginal analysis, and contribution accounting. These are the basic tools that marketers use day in and day out. Read this book and you will master these tools, and be on your way to developing more profitable marketing programs.
First Words; Why You Should Learn Some Economic Theory ... But 0nly a Little; What Every Marketer Needs to Know About Costs; Elements of Marketing Arithmetic; Averages and Marginals - What Marginal Analysis Says; The Marketing Control Statement; Break-even Points and Just-Cover Points; Contribution Analysis - Why Didn't We Make Plan?; Last Words; Problems; Answers to the Problems.
Covers the basic accounting tools that marketers need to develop profitable marketing programmes: costs, marketing arithmetic, marginal analysis, and contribution accounting. It is detailed and up-to-date, and the book contains many examples that illustrate the author's argument. points.

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Autor: David L. Rados
ISBN-13 :: 9780899307367
ISBN: 0899307361
Erscheinungsjahr: 01.09.1992
Gewicht: 426g
Seiten: 200
Sprache: Englisch
Auflage New
Sonstiges: Buch, 243x162x18 mm
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