Excel for Marketing Managers

, by Unknown

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

ISBN: 9781932802139 | 1932802134
Cover: Trade Paper
Copyright: 1/1/2006

eBook

Available Instantly

Online: 180 Days

Downloadable: 180 Days

$5.60

This book covers real-life marketing opportunities that can be managed with Microsoft Excel. In the process of learning the solutions to the opportunities, you will become confident with the many capabilities of Excel and be able to use Excel to manage your marketing plan. Book jacket.

Dedications

Acknowledgements

About the Authors

What's in This Book and What Isn't?

(2)

How to Use Excel to Become a Marketing Genius

(2)

Excel Makes Your Job Easy

(1)

Get Wise Before You Analyze: Cool Things Excel Can Do So You Won't Have to

(1)

Excel-lent Beginnings

(10)

Customizing Excel

(5)

Here's the Situation

(1)

Here's What to Do

(1)

Adding More Buttons to Your Toolbars

(1)

Tweaks in the Options Dialog

(1)

Changing Tab Color

(1)

Keeping Headings Visible

(1)

Printing Headings

(1)

Printing Only a Certain Range

(1)

Printing Headers and Footers

(1)

Copyings Worksheet

(2)

Here's the Situation

(1)

Here's What to Do

(2)

Excel Details

(1)

Showing Numbers in Thousands

(3)

Here's the Situation

(1)

Here's What to Do

(2)

Gotcha

(1)

Excel Details

(1)

Time-saving Tricks

(12)

Quickly Seeing Sum or Average

(2)

Here's the Situation

(1)

Here's What to Do

(2)

Gotcha

(1)

Excel Details

(1)

Adding Subtotals

(6)

Here's the Situation

(1)

Here's What to Do

(3)

Excel Details

(1)

Removing Subtotals

(1)

Adding a Second Level of Subtotals

(2)

Quickly Filling a Series

(4)

Here's the Situation

(1)

Here's What to Do

(4)

Formulas 101

(18)

Entering Formulas

(11)

Here's the Situation

(1)

Here's What to Do

(1)

Excel Details

(1)

Calculation Operators

(1)

Order of Operations

(1)

Function Junction

(1)

Entering Functions from the Toolbar

(1)

Discovering New Functions

(5)

Using the Fill Handle to Copy a Formula

(1)

Seeing All Formulas

(2)

Here's the Situation

(1)

Here's What to Do

(1)

Excel Details

(1)

Using a Fixed Value in Your Formula

(2)

Here's the Situation

(1)

Here's What to Do

(1)

Excel Details

(1)

Replacing a Thousand Formulas with One

(3)

Here's the Situation

(1)

Here's What to Do

(1)

Excel Details

(1)

I'm the Marketing Manager -- Now What?

(8)

Manage This -- Research!

(8)

Secondary Research:

(1)

Embrace Research

(1)

Where to Begin Your Search for Meaning

(1)

Sales History Analysis

(2)

Primary Research

(1)

Your Customers are Trying to Tell You Something

(2)

Customer Survey Information

(2)

Compiling Your Survey Data

(14)

Creating a Random List

(1)

Here's the Situation

(1)

Here's What to Do

(1)

Gotcha

(1)

Cleaning Your Database: Merging and Purging

(3)

Here's the Situation

(1)

Here's What to Do

(2)

Excel Details

(1)

Finding and Analyzing Records Using AutoFilter

(4)

Here's the Situation

(1)

Here's What to Do

(1)

Excel Details

(1)

Copying Only Filtered Records

(2)

Still More AutoFilter Options

(1)

Product Life Cycle Analysis and Product Line Management

(3)

Should I Be Doing a Profit-line Management Process?

(1)

Highlighting Outliers

(3)

Here's the Situation

(1)

Here's What to Do

(2)

Strategy Development

(6)

Market Segmentation

(5)

Hands-on Segmentation Method

(1)

Relationship Method -- Customer -- Product

(1)

How to Segment

(1)

Targeting Process

(1)

Positioning Strategy

(1)

How to Hit the Intuitively Obvious Goldmine

(1)

Use a System

(2)

Disciplining Data

(30)

Importing Data

(5)

Here's the Situation

(1)

Here's What to Do

(1)

Text to Columns -- Wizard Step 1

(1)

Wizard Step 2 for Delimited Files

(1)

Wizard Step 2 for Fixed Width Files

(1)

Step 3 of the Wizard

(1)

Excel Details

(1)

Looking up Data

(8)

Here's the Situation

(1)

Here's What to Do

(1)

Copying the Vlookup Formula to Get Region and District

(1)

Dealing with #N/A for Missing Values

(1)

When You Know There Is a Match but Excel Can Not Find It

(1)

Retrieving Many Columns from Lookup Range

(1)

Getting Good Records from Bad Data

(2)

Vlookups Take a Long Time to Calculate

(1)

Quickly Sorting Your Data

(2)

Here's the Situation

(1)

Here's What to Do

(2)

Gotcha

(1)

Custom Sorts

(3)

Here's the Situation

(1)

Here's What to Do

(2)

Additional Details

(1)

Gotcha

(1)

Excel Details

(1)

Dealing with Dates

(2)

Here's the Situation

(1)

Here's What to Do

(1)

Converting Text That Looks Like a Date to a Real Date

(1)

Fiscal Responsibility (Fiscal Years Not Ending on 12/31)

(1)

Here's the Situation

(1)

Here's What to Do

(1)

Preparing Your Data: Joining Text

(3)

Here's the Situation

(1)

Here's What to Do

(2)

Turning Your Data on Its Side with Transpose

(2)

Here's the Situation

(1)

Here's What to Do

(1)

Excel Details

100

(1)

Counting Records

101

(2)

Here's the Situation

101

(1)

Here's What to Do

102

(1)

Excel Details

103

(1)

Breaking Apart Text

103

(2)

Here's the Situation

103

(1)

Here's What to Do

104

(1)

Competitive Analysis: Moving from Data to Information

105

(22)

Served Market Share Model

105

(2)

Learning to Love Pivot Tables

107

(20)

Here's the Situation

107

(1)

Here's What to Do

107

(1)

Creating Your First Pivot Table

107

(4)

Changing the Pivot Table Using the Add to Button

111

(1)

Eliminating Blank Cells from the Data Section

112

(1)

Changing a Pivot Table by Dragging Fields

113

(2)

Showing Two or More Fields in the Data Area

115

(1)

Grouping Date Fields by Year

116

(1)

Grouping Date Fields by Month

117

(1)

Removing one of Many Data Items

118

(1)

Building an Ad-Hoc Report Using PageFields

119

(1)

Showing Top 10 Customers

120

(1)

Drilling Down to See Detail

121

(1)

Pivot Tables and Recalculation

122

(1)

Limitations on Using Pivot Tables

122

(1)

Reporting Percentage of Row

123

(2)

Faster Pivot Tables

125

(1)

Using a Pivot Table to Generate a Unique List

125

(2)

Building Your Case: Presenting and Reporting Your Data

127

(22)

Making Reports Look Great

127

(2)

Here's the Situation

127

(1)

Here's the Solution

128

(1)

How to Wrap Text

129

(2)

Here's the Situation

129

(1)

Here's What to Do

130

(1)

Gotcha

131

(1)

Chart Your Success

131

(9)

Here's the Situation

131

(1)

Here's What to Do

131

(1)

Creating a Chart with One Keystroke

132

(2)

Making the Chart Look Better

134

(2)

Use Pictures or Textures in a Chart

136

(2)

Comparing Models of Different Scales on the Same Chart

138

(2)

Pie Charts

140

(4)

Here's the Situation

140

(1)

Here's What to Do

141

(1)

Excel Details

142

(2)

Combo Charts

144

(2)

Here's the Situation

144

(1)

Here's the Solution

144

(2)

Charting with a Second Axis

146

(3)

Here's the Situation

146

(1)

Here's the Solution

146

(3)

The Marketing Mix: Build an Irresistible Offering

149

(4)

Creating an Offering That Your Ideal Customers Will Buy -- Regardless of Price

150

(1)

Implementation

151

(2)

Trade Shows: Make the Most of them

153

(8)

Before the Show

153

(5)

Deciding Which Shows Are Best

153

(1)

Trade Show Analyzer

153

(2)

Trade Show Calendar

155

(1)

Pre-Show Mailings

155

(1)

Where Does the Theme Come from?

156

(1)

Prime the Audience

156

(1)

Booth Camp

157

(1)

The Survival Guide

157

(1)

At the Show

158

(1)

Pre-and Post-Show Meetings

158

(1)

After the Show

159

(2)

Lead Tracking System and Sales Cycle Calculator

159

(2)

Measurement: Key to Market Management

161

(10)

Using Metrics

162

(1)

Metrics -- Quantitative

162

(1)

Calculating Sales over Plan

162

(3)

Here's the Situation

163

(1)

Here's What to Do

163

(1)

Excel Details

164

(1)

Calculating Compound Growth Rates

165

(3)

Here's the Situation

165

(1)

Here's What to Do

166

(1)

Excel Details

167

(1)

Measures -- Qualitative

167

(1)

Finding the Growth You Want with Goal Seek

168

(3)

Here's the Situation

168

(1)

Here's What to Do

168

(3)

Not Really the End

171

(2)

Index

173

Please wait while the item is added to your bag...

FREE SHIPPING

Amazon no longer offers textbook rentals. We do!

Excel for Marketing Managers

Summary

Author Biography

Table of Contents

Supplemental Materials