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Published in:
2008 | OriginalPaper | Chapter
Marketing Mathematics
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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.