Survival Math for Marketers

Peter Weiglin is an author, historian, and professional speaker on many topics. His company, Omnibus Communications, specializes in marketing strategy and communications consulting for companies in the publishing and computer fields. His clients have included Lockheed, Hundman Publishing, Hewlett-Packard, Apple Computer, and North American Van Lines. He teaches management and marketing, most recently at the University of California at Berkeley Extension and has also worked as an auditor for a New York City-based accounting firm. He has written, produced, and narrated several TV and radio documentaries and has written five books. During the 1970s and early 1980s, he was one of a handful of people who revolutionized the public transit industry. He was the first director of marketing for a public transit system in America and went on to become a nationally known manager/consultant to revitalize troubled transit systems. He has an MBA degree from the University of Pittsburgh. As a leisure activity, he directs the Golden Gate Radio Orchestra. He has been active in many community affairs, including a term as president of the San Mateo County (California) Arts Council.

Chapter 1. Your Credibility It's Absolute and Definite (Maybe) A Few Definitions Why is This Important to Me? A Short True-False Quiz Reality and Perception The Numbers Control Us I Thought This Was a Math Book Chapter 2. Figures Never Lie, but Liars Figure It's Absolute and Definite (Maybe), Part II Is "Actual" actually "Actual"? Debits and Credits The Chart of Accounts Double Entry Sales and Expenses It's an Accrual, Accrual World Chapter 3. Making a (Financial) Statement How Are We Doing? The Balance Sheet The Income Statement Fiscal Years Chapter 4. Organizations, Measurements, and Standards What Are We, Anyway? Different Purposes, Different Rulers Percentage of What? The Pitfalls of Precision Why Are We Looking Here? The Unseen Costs of Saving Money Too High? Too Low? What Standards? Chapter 5. An Economics Excursion Economics, Science, Markets, and Demand Utility Is Not Just Gas The Economists' Curve Marketing and Elasticity Chapter 6. Pricing and Profitability Pricing: Theory and Practice A True-False Quiz on Pricing What a "Price" Really Is There's More Than Price Involved in Price A Small digression on Quality Price vs. Cost Markups and Break-even Sensitive Pricing for Profit What is the Company's Objective? Pricing Policies You Should Have Pricing for Services Chapter 7. Costs and Profitability Costs, Real and Imagined Cost Allocation Variable, Fixed, and Somewhere in Between Why a Toilet Seat Costs $600 Over Whose Head? Is Overhead a Burden? Sunk and Avoidable Costs Marginal Costs Inventory and Stockturn LIFO and FIFO A Cost Control Fallacy Fun with Depreciation and Amortization Chapter 8. Strategy: Break-Even and Profitability Profit is Why We're Here Break Even Must Everything Break Even? Chapter 9. Cash Cash Flow Source and Use of Funds Receivables and Payables: A/R and A/P Cash Flows and Cash Gaps Net Present Value Chapter 10. Budgets What is a Budget? Basis for Budgets: Last Year, Percentage or Zero? The Fantasy Factor Cost Fudge and Revenue Cotton Candy Don't Just Divide By 12 Revenues and Strategy Chapter 11. Just Look at the Statistics Mean Stuff and Deviations That Average Just Moved! Trends Appendix A - A Summary of Non-Magic Formulae Appendix B - Sample Chart of Accounts