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| Preface | ||
| 1 | First Words | 1 |
| What You Will Find in This Book | 2 | |
| 2 | Why You Should Learn Some Economic Theory...but Only a Little | 5 |
| Two Divisions of Economics | 5 | |
| Learning Some Microeconomics | 6 | |
| Why Is It So Hard to Use Microeconomics? | 7 | |
| What Microeconomics Offers to a Manager and What It Doesn't Offer | 12 | |
| Managerial Economics | 14 | |
| Now to Use Microeconomics | 14 | |
| 3 | What Every Marketer Needs to Know About Costs | 17 |
| Variable Costs | 17 | |
| Fixed Costs | 19 | |
| Semi-Variable Costs | 20 | |
| Programmed Costs | 20 | |
| Avoidable Costs | 22 | |
| Traceable Costs | 22 | |
| Actual Costs | 23 | |
| The Mix of Costs | 23 | |
| Marginal Costs | 24 | |
| Sunk Costs | 24 | |
| Opportunity Costs | 28 | |
| How to Classify Costs | 33 | |
| Summary | 37 | |
| 4 | Elements of Marketing Arithmetic | 39 |
| Gross Margins | 39 | |
| Retailing Arithmetic | 47 | |
| How to Use Marketing Arithmetic | 51 | |
| 5 | Averaged Marginals - What Marginal Analysis Says | 53 |
| The Marginal Principle | 53 | |
| Averages | 58 | |
| Marginals | 63 | |
| Marginals and Averages Are Easy to Confuse | 66 | |
| Examples of Marginal Thinking | 68 | |
| If Marginal Analysis Is So Great, Why Doesn't Everyone Use It? | 72 | |
| How to Use Marginal Thinking in Analyzing Marketing Problems | 72 | |
| 6 | The Marketing Control Statement | 75 |
| How to Prepare a Marketing Control Statement | 75 | |
| Advantages of the Marketing Control Statement | 77 | |
| What's Wrong with the Marketing Control Statement? | 81 | |
| What's Wrong with Using Allocated Costs? | 82 | |
| How to Use the Marketing Control Statement | 83 | |
| 7 | Break-Even Points and Just-Cover Points | 85 |
| The Traditional View of a Break-Even Point | 85 | |
| How Marketers Use Break-Even Points | 85 | |
| Shortcuts to Figuring Break-Even and Just-Cover Points | 89 | |
| How to Use Break-Even and Just-Cover Points | 96 | |
| Appendix | 96 | |
| 8 | Contribution Analysis - Why Didn't We Make Plan? | 99 |
| Two Examples to Get Started | 99 | |
| Variance Analysis | 103 | |
| Variance Analysis - Another Pass | 108 | |
| Variances for Market Size and Market Share | 112 | |
| A Wrap-Up | 114 | |
| How to Use Contribution Analysis | 115 | |
| 9 | Last Words | 117 |
| Appendixes | 119 | |
| Problems | 121 | |
| Answers to the Problems | 148 | |
| Index | 183 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Marion Royals
reviewed Pushing the numbers in marketing on July 17, 2010
Pushing the numbers in marketing
How do I feel about this book ? It's well written it's poetic, the words flow across the page like music. Do you believe in soul mates, what would you do if you met yours at what seems like the worst time would you strong enough to fight those feelings? I found myself emotional while reading this book . I was mad at the timing and hopeful that something would work out for this couple . I was not ready for this book ,but I am so glad I read it. The soul is a powerful thing , and when you meet your mate, even time can't keep you apart and that is the story the author tells in this book . This is not your typical neat love story but this is a story about love.
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Add Pushing the numbers in marketing, This book covers in vivid, clear prose the basic accounting tools that marketers need to develop profitable marketing programs: costs, marketing arithmetic, marginal analysis, and contribution accounting. It is thorough and up-to-date, and has a hard-as-n, Pushing the numbers in marketing to the inventory that you are selling on WonderClubX
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Add Pushing the numbers in marketing, This book covers in vivid, clear prose the basic accounting tools that marketers need to develop profitable marketing programs: costs, marketing arithmetic, marginal analysis, and contribution accounting. It is thorough and up-to-date, and has a hard-as-n, Pushing the numbers in marketing to your collection on WonderClub |
