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Chapter Abstracts |
PDF Version |
Chapter 1. Marketing Accounting Metrics Introduces the most common and most used marketing accounting metrics, explains the relationship
between demand and supply metrics using economic theory, how the Balanced Scorecard translates this theory into practice, and how customer satisfaction
and process efficiency drive profitability.
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Chapter 2. Satisfaction, the Primary Demand Metric Describes how to measure and
manage customer satisfaction, how to measure customer profitability, the relationship
between customer satisfaction, loyalty and profitability and what system control activities
and processes are needed to manage customer profitability. Includes the Hyundai
Satisfaction Case.
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Chapter 3. Cost, the Primary Supply Metric Defines all types of costs, variable and
fixed costs, sunk costs, common costs and incremental costs, different ways of allocating
costs, activity based costing and quality and cost experience curves and their long-term
effect on costs.
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Chapter 4. Issues in Marketing Accounting addresses operating leverage, marketing
cost mismanagement, and the negative consequences of focusing on sales rather than
contribution and profitability. Includes the WebVan vs PeaPod Leverage Case
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Chapter 5. Budgeting Defines and explains different sorts of budgets and their purpose.
Identifies most commonly used marketing budgeting practices and discusses marketing
mix budgeting practices and planning and budgeting based on shareholder value.
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