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Marketing Mathematics

In: Marketing Revealed

Author

Listed:
  • Willem Burgers

    (China Europe International Business School)

Abstract

Mathematics is not a favorite topic for marketing managers. Yet, it is an extremely important topic. In this chapter, more than in any other chapter, I will show how your common sense is not your friend. I am certain you will be very surprised at some of the assertions and results you will find in this chapter. You will be surprised to find that efficiency and profitability do not go together, you will be incredulous at the additional sales you will need to maintain profits when you lower your prices, you will understand the weakness of monetary incentives.

Suggested Citation

  • Willem Burgers, 2008. "Marketing Mathematics," Palgrave Macmillan Books, in: Marketing Revealed, chapter 14, pages 125-136, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23087-3_14
    DOI: 10.1057/9780230230873_14
    as

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