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

This work 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 is packed with examples that are illustrative of the author’s points. After a short treatment of the uses and limitations of microeconomics to the practicing marketer, the book develops in detail two key ideas from microeconomics - costs and marginal analysis. Each is explained fully with illustrations and advice on how to use the idea. For readers who want to increase their mastery of the material, there are 70 sample problems with complete answers at the end of the volume. This book is aimed at marketers and would-be marketers who want to increase their competence on the job.