Question

Topic: Strategy

Marketing Calculations

Posted by Anonymous on 2/8/2005 at 9:04 AM ET 258 Points
Dear Collegues,
Could you, please help me with this issue:
I need to learn some trics and tips about budgeting, PNL calculations and all the rest maths in the marketing. Let say in the FMCG sector.

Any book or website recommeneded will be usefull for me.

Thanks in advance.

Maria
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RESPONSES

  • Posted by koen.h.pauwels on 2/8/2005 at 10:01 AM Accepted
    Hi Maria,

    The following book may be useful:
    Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability by James Lenskold

    Koen
  • Posted by koen.h.pauwels on 2/8/2005 at 10:32 AM Member
    Hi Maria,

    The good news is that it may not take that long: I would say weeks instead of months. The bad news is that marketing managers are often easily bored with math :-) , while my engineering background may bias my enthusiasm for the subject ... I can send you an email with an example in FMCGs, and further discuss it if you want to

    Koen
  • Posted by Pepper Blue on 2/9/2005 at 12:51 AM Accepted
    Hi ggg,

    There are two books every marketing professional should have in their collection, and they will definitely help you out in your situation. Both authors are recognized experts:

    1) Return On Marketing Investment by Guy Powell

    2) Marketing ROI by James D. Lenskold (mentioned above)

    Both give calculations, formulas, and examples to work through.

    I'm sure Amazon.com would be happy to help you out.

    I hope that helps!
  • Posted on 2/9/2005 at 9:34 AM Member
    try the marketingpilot software. the r6.5 version.
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