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

Rados, David L.

 
9780899307367: Pushing the Numbers in Marketing: A Real-World Guide to Essential Financial Analysis
Couverture rigide
ISBN 10 : 0899307361 ISBN 13 : 9780899307367
Editeur : Praeger Publishers Inc, 1992

Synopsis

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-nails practicality to it. The book is packed with examples that are both fascinating and 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 some seventy problems with complete answers at the end of the volume. This is a solid book for marketers and would-be marketers who want to increase their competence on the job.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

DAVID L. RADOS is Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University. He has taught graduate students at Harvard, Columbia, and Vanderbilt and at universities in Australia, Tanzania, and England. He is a popular speaker and has run successful executive seminars for clients and universities on three continents for over twenty years. He has written three books, including a best-selling book on nonprofit marketing (Auburn House, 1980), and many articles on marketing. He has consulted for such companies as Scott Paper, AT&T, the Girl Scouts of America, and the New York Port Authority. He has served as a director of a machine equipment company and an expert witness in patent litigation.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Praeger Publishers Inc
Date d'édition
1992
Langue
anglais
ISBN 10 
0899307361
ISBN 13 
9780899307367
Reliure
Relié
Nombre de pages
200
Coordonnées du fabricant
non disponible
Personne responsable
WordUnited GmbH
distribution@wordunited.com

Theodorstrasse 105
DUSSELDORF
40472
Allemagne