Management Library (In 5 Volumes)

There are many managers who don’t know how to read a balance sheet. Can you? If you’re one of those managers honest enough to admit that you don’t understand what your accountant is talking about half the time, then this book is for you. It is based on the authors’ unique business simulation, which successfully conveys to hundreds of managers the difficult concepts of finance in simple terms. It demystifies financial management by explaining how to understand: The Balance Sheet; Profit and Loss accounts; The difference between fixed and variable costs; The break-even analysis; Investment appraisal; Profitability, shareholder value and ROI; How to value a company; Depreciation and Amortization. Deliberately short on theory, the emphasis here is on understanding key principles and concepts and taking the action necessary to produce a working marketing plan. Read it, take the tests, absorb the advice and act on it. You will soon appreciate the benefits of rigorous marketing planning, such as: Less conflict about ‘where the company should be going’; Effective coordination of various marketing activities; a useful framework for a continuing review of progress; Matching resources to opportunities; Improved communication about market-related issues; knowing where sales and profits are coming from; More profitable marketing strategies. Cutting through all the usual rhetoric and technical jargon, this succinct guide takes you through the essential steps to using the Internet as a tool for competitive advantage and growth, covering Setting your objectives; Technology and design; your e-band; knowing your market; money matters and pricing; Customer management; Promotion; Security; Measuring results; Future trends. Designed to provoke thought as well as action, this book will also provide you with an understanding of key concepts and issues, such as: Where brands come from; The brand as an emotional charge; The brand as a personality; The brand as a mark of loyalty; The importance of a name; Whether to advertise; How much it costs. By following Peter Cheverton’s clear, step-by-step plan for identifying our key accounts, you will understand how to define, communicate and achieve the key objectives of KAM, such as: The retention of customers in a competitive environment; Growth of business through acquiring new customers; Managing global or regional customers consistently; managing customers serviced by different departments; creating a customer-intimate business; Achieving operational efficiency and excellence. Knowing just who our key customers are is the first step to developing a successful KAM strategy; this succinct, no-nonsense guide shows your how.