This book covers in vivid, clear prose the basic accounting tools that marketers need to develop profitable marketing programs: costs, marketing arithmetic, marginal analysis, and contribution accounting. It is thorough and up-to-date, and has a hard-as-nails practicality to it. The book is packed with examples that are both fascinating and illustrative of the author's points. After a short treatment of the uses and limitations of microeconomics to the practicing marketer, the book develops in detail two key ideas from microeconomics--costs and marginal analysis. Each is explained fully with illustrations and advice on how to use the idea. For readers who want to increase their mastery of the material, there are some seventy problems with complete answers at the end of the volume. This is a solid book for marketers and would-be marketers who want to increase their competence on the job.