Marketing Economics

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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