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

by David L. Rados

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0899307361
• ISBN13: 9780899307367
• Release Date: September 1992
• Publisher: Praeger
• Length: 200 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.7" x 6.4" x 9.6"