Pushing the Numbers in Marketing
David L. RadosISBN: 0899307361;
Packed with concrete examples, the book has been described by readers as "fascinating," "what I should have learned in school," and "mesmerizing." For those who want to move beyond reading to doing, the book contains a lengthy set of problems and the answers to those problems. These problems help you master the material in the book. 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 inand day out. Read this book and you will master these tools, and be on your way to developing more profitable marketing programs.
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