Order Dominance Marketing Strategy Audit
Knowing the numbers
questions of finance and performance 129
All businesses are cash businesses 130
A few definitions 131
Working capital 132
Cash flow 133
Profit and loss 134
The balance sheet and some important ratios 135
Budgets and budgeting 136
8 You can buck the market!
questions of markets and marketeers 139
Mrs Thatcher may have been wrong 140
Market dominance planning 142
The marketing strategy 143
Some performance indicators 147
Sales reporting 147
Promotional activities 148
Some important further questions 148
A brief word about a tricky subject 149
Case studies and research 150
Consultants are better than most … but they must do better –
trust me I’m a consultant! 152
The key steps toward successful sensible budget advertising 153
How do consultants help with market dominance? 155
The Lambert Dominance Marketing Strategy Audit
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