The key goal of Survival Math for Marketers is a solution to a common problem in business - namely, the lack of mathematics know-how among many business students and practitioners. There is an untapped ‘latent demand’ in the marketing world from many people whose careers have been - or will be - thwarted because the math ‘haves’ dominate the ‘have nots’. This book as an easy, fun, and inexpensive solution to this age-old problem.
Survival Math for Marketers is designed to be a useful book for introductory marketing courses. It is clearly written, filled with good examples, illustrations and makes entertaining reading.
Chapter One: Your Credibility
It's Absolute and Definite (Maybe)
Too many people hate finance and accounting numbers. What's worse, not enough marketing people understand financial and accounting concepts, and therefore, not enough marketing people are able to use these concepts and tools to improve the marketing focus of their organizations.
Upon being faced with financial statements, printouts, budgets, reports, and similar documents covered with numbers, many marketing people (and people from other “nonfinancial” disciplines) throw up their hands. With bad memories of math and accounting classes from school, they avoid contact with these things as much as possible. It's even called “math phobia” by some, which gives it an air of psychological legitimacy. The result is that far too many people opt out and render themselves incapable of ...