The Handbook of MARKETING MATHEMATICS is an action-oriented book that presents more than one hundred and fifty mathematical models and functions to aid solve marketing mathematics problems. The handbook provides business users with easy and reliable ways to calculate marketing costs, productivity, profitability, survivability, and growth. It accords marketing teachers and trainers simple and illustrative ways to explain the rigorous marketing ratios, abstractions, and mathematical reasoning in the marketing textbooks. Third, it provides marketing students with a comprehensive venue to see how marketing concepts and reasoning are converted into numbers and ratios and vice versa.

This handbook is developed so that it could be used in several ways such as:

A guide book for business operators to compute ratios, rates, frequencies, proportions, and other numbers and aggregates they need to set up factual, accurate, and profitable marketing plans and strategies.

A workbook for executive education courses on the relationship between precision and accuracy of marketing values and productivity of strategic marketing plans.

A guide for marketing managers in large firms to calculate transactions.

A workbook for training in incubators and small business centers.

A practical supplement to teach marketing ratios in undergraduate level courses in marketing management, business policy, and finance.

A practical supplement to marketing ratios in graduate level courses in strategic marketing.

Dr. Rowland Chidomere is an Associate Professor of Marketing at Winston-Salem State University in Winston-Salem, North Carolina. He holds a Ph.D. from the University of Oklahoma, and an MBA and BBA from the University of Central Oklahoma. Dr. Chidomere has taught several marketing subjects including the principles of marketing, marketing management, retailing, salesmanship, marketing research, and international marketing. He won the Teaching Excellence Awards in 1987 and in 1999 at Winston-Salem State University.

Dr. Chidomere's research and publications have focused mostly on marketing management, and marketing education with articles published in the Journal of Marketing Education, Advanced Management Journal, International Marketing Review, and Ideas in Marketing. His presentations are published in the proceedings for Atlantic Marketing Association, SAM International Management, and Association for Global Business. Dr. Chidomere has been involved in several professional development projects including Distance Learning, Internet marketing, and workshops on education technology. He is a frequent contributor and reviewer for marketing and management journals and proceedings. He is vast in marketing knowledge, and has taught and researched in different areas of marketing in the past fourteen years.

Handbook of MARKETING MATHEMATICS is written for you the business operator that had always wished to know how to interpret marketing ideas into accurate numbers and figures; the business teacher that needs quantitative marketing and ratios to substantiate marketing claims and reasons; the business student that cannot come to grip with how marketing concepts and strategies are turned into dollars and measurable results; and for all readers that find this book interest and useful.

All businesses need and used mathematics. Those enterprises that know how, and apply mathematics in making decision are the most profitable. However, while other areas of business areas like accounting, finance, statistics, and general business have facts in one book, the marketing area is very diverse and often fragmented into more than nine subject areas and texts.

Marketers waste much time searching for solutions to quantitative marketing problems. There is no one source available to look at. The Handbook of MARKETING MATHEMATICS has more than two hundred marketing quantitative methods accumulated from marketing management, marketing research, consumer behavior, international marketing, retailing, direct marketing, salesmanship, and internet marketing.

Handbook of MARKETING MATHEMATICS contains twenty-two chapters of quantitative marketing techniques that are simply explained for easy understanding and application. Each technique is defined. The importance is pointed out. A marketing problem is simulated and solved. The result is interpreted and implied, the steps of the calculation are described.

Handbook of MARKETING MATHEMATICS should serve as a quantitative supplement to any marketing textbooks. It is a good reference and source of exercises for marketing teachers. It is an excellent tool to train business operators on technical tools for making marketing decisions.

It is a good guide for all marketing managers. The Handbook of MARKETING MATHEMATICS is for anyone that desires mathematical solutions to marketing problems.

An added value to the handbook is the MarketMatics. This includes the automatic spreadsheet templates that accompany the Handbook of Marketing Mathematics. MarketMatics includes more than one hundred and thirty ready-to-use worksheets that supply quick answers when you want to analyze your own data for any of the techniques illustrated in the Handbook of Marketing Mathematics using Microsoft Excel 97, 2000, and 2002. The MarketMatics is offered to buyers of the handbook at a discounted price. See the order form after information about the author.

The Handbook of Marketing of Mathematics contains six parts with twenty chapters. Part one- Marketing Costs, is composed of chapters one through four that focus on accounting, budgeting, costs, and credit sales. Part two- Customer Decisions, includes chapters five and six that illustrate customer satisfaction and consumer behavior. Part three- Marketing Ratios, includes chapters seven through ten that have topics on market activity ratios, market leverage ratios, market liquidity ratios, and market profitability and productivity ratios. Part four- Market Attractiveness, consists of chapters eleven and twelve on market potential and market forecasting. Part five- Marketing Strategy, contains chapters thirteen and fourteen that focus on marketing research and target marketing respectively. Finally, Part six - The Four P’S -contains chapters fifteen through twenty which focus on product pricing, retailing, marketing communication, channel inventory, and sales.

Chapter one is on accounting in marketing and shows two methods for better accounting in marketing. The cash budget illustrates how to predict or estimate sales at any time period, and how to find out how much cash a business has at all times for marketing expenses. The income statement section shows how to summarize the revenue generated from sales and other sources, and how to determine the amount of income available for marketing and other operations. It also shows the marketing activities that are the most profitable, and which ones are unprofitable.

Chapter two illustrates four techniques to develop effective marketing budgets. The cross elasticity budgeting shows how a marketer could measure how the demand for one product complements or substitutes another product. The next technique illustrates how to put together a direct or indirect marketing budget. The direct approach illustrates how to estimate the amount of sales that will result from a given price and marketing budget, the indirect approach illustrates how to use benchmarks to do the estimate. The last part of the chapter shows how to compose a merchandise budgeting that enables marketers to determine the correct number of products or services to have available at a given period to meet the customers' demand.

Chapter three is on cost, and illustrates eleven techniques for better handling the marketing costs. The cost complement technique shows how to find how much of the retail price covers the merchandise cost. The cost of credit sales illustrates how to determine the cost of offering credit to customers. The cost of forecast errors shows how to determine the amount of money a company will lose from making wrong sales forecasts. The cost of goods sold ratio determines the portion of the net sales that covers the money used to make or buy the goods sold, and the cost per thousand (CPM) shows how to determine the costs for an advertisement to reach one thousand people. The sales cost/ratio analysis shows how to determine the cost difference between using a company's sales force or using a sales agency to sell the goods and services. The distribution cost analysis illustrates how to determine the amount of money spent to generate a given level of sale. The semi-fixed cost effect guides the marketer to find out those costs that do not change automatically with an additional unit, but may change if substantial increase occurs in the volume of marketing activities. The fixed cost per unit shows the marketer how to find those costs that remain the same regardless of the volume of sales. The opportunity cost or optimal marketing cost illustrates how to find the foregone revenues from not using an optimal marketing mix or a combination of the marketing mix that maximizes profit. Finally, the operating expense ratio shows how to find the percentage of each sales dollar that is used to pay for marketing operations.