APPENDIX TO CHAPTER 1
Basic Marketing Mathematics
THE CHAPTER “MARKETING STRATEGY” DESCRIBED the scope of marketing analysis needed to provide the basis for the development of a marketing strategy and the supporting implementation plan.1 The type of in-depth understanding of factors described there is often usefully supplemented by numerical analysis; at times, marketing practitioners need relatively complex, computer-supported analysis. At others, a low-tech approach, utilizing the proverbial “back of the envelope” and maybe a calculator, does the job.
This appendix defines key terms and basic calculations useful in both problem analysis and real-life marketing decision making. To accompany this knowledge, one needs to develop some intuition ...
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