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Marketing Economics
Farris, Paul W.; Moore, Marian Chapman; Wilcox, Ronald T.; Johnson, Richard R.; Mentus, Ron Technical Note M-0648 / Published August 7, 2001 / 10 pages.
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Product Overview

The purpose of this note is to prepare the student for a series of exercises in making marketing economics calculations. These calculations are not replacements for spreadsheets or more detailed economic calculations such as net present value or return on investment. They are "back of the envelope" estimates that can easily be communicated to others to buttress arguments about what a company should or should not do in a decision situation.


  • Videos List

  • Overview

    The purpose of this note is to prepare the student for a series of exercises in making marketing economics calculations. These calculations are not replacements for spreadsheets or more detailed economic calculations such as net present value or return on investment. They are "back of the envelope" estimates that can easily be communicated to others to buttress arguments about what a company should or should not do in a decision situation.

  • Learning Objectives