Abstract

http://ssrn.com/abstract=910087
 
 

Footnotes (4)



 


 



Marketing Economics


Paul Farris


University of Virginia - Darden School of Business

Ron Mentus


affiliation not provided to SSRN

Marian Chapman Moore


University of Virginia - Darden School of Business


UVA-M-0648

Abstract:     
This note helps prepare the student for a series of exercises in making calculations of marketing economics. These calculations are not replacements for spreadsheets or more detailed economic calculations such as net present value or return on investment. They are "back-of-the-envelope" estimates that can easily be communicated to others to buttress arguments about what a company should or should not do in a decision situation.

Number of Pages in PDF File: 13

Keywords: break-even analysis, contribution analysis, cost analysis, economic analysis, marketing management, marketing strategy

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Date posted: October 21, 2008  

Suggested Citation

Farris, Paul and Mentus, Ron and Moore, Marian Chapman, Marketing Economics. Darden Case No. UVA-M-0648. Available at SSRN: http://ssrn.com/abstract=910087

Contact Information

Paul Farris (Contact Author)
University of Virginia (UVA) - Darden School of Business ( email )
P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)
HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm
Ron Mentus
affiliation not provided to SSRN
No Address Available
Marian Chapman Moore
University of Virginia (UVA) - Darden School of Business ( email )
P.O. Box 6550
Charlottesville, VA 22906-6550
United States
HOME PAGE: http://www.darden.virginia.edu/faculty/moorema.htm
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