The purpose of this note is to prepare students for a series of exercises is marketing economy calculations. These calculations are not a replacement for spreadsheets, or more detailed economic calculations such as net present value or return on investment. They are the "back of the envelope" estimates that can be easily transferred to other bolster arguments that the company should or should not do in addressing the situation.
This Darden study. "Hide
by Paul W. Farris, Marian Moore, Ron Mentus, Ronald T Wilcox, Richard Johnson Source: University of Virginia Darden School Foundation 10 pages. Publication Date: Aug 07, 2001. Prod. #: UV0404-PDF-ENG
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