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Survival Math for Marketers

Survival Math for Marketers

July 2002 | 144 pages | SAGE Publications, Inc

Survival Math for Marketers is a simple and fun solution to the age-old problem of a lack of mathematical knowledge among marketing professionals. Many are former English, psychology, or science graduates who have become responsible for advertising, promotion, and sales in their organizations. Without a solid grounding in accounting, finance, mathematics, or economics, they often find themselves frustrated and confused by this unfamiliar world.

This book provides an introduction to the underlying mathematical concepts in marketing and management in terms accessible to students of all levels. Weiglin also explains the relevant non-mathematical issues, such as price sensitivity, product distribution, and sales estimates, and provides the tools necessary to fully understand the basics of each.

Presented in an irreverent, conversational style, this book includes numerous real-world examples and illustrations that gently introduce the reader to the important mathematical concepts behind marketing and management. Intended for students and professionals of all levels, Survival Math for Marketers is a fun, easy-to-read introduction to the world of business math.

About the Author

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.

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  
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!  
Appendix A - A Summary of Non-Magic Formulae
Appendix B - Sample Chart of Accounts
Key features


  • clearly written
  • filled with good examples and illustrations
  • entertaining.

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ISBN: 9780761916321

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