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6 Decisions, decisions 125
questions of choice
126
Ancient history 126
What are the “musts” that a decision has to deliver? 128
General questions for decision-makers

7 Knowing the numbers 129
questions of finance and performance
130
All businesses are cash businesses 131
A few definitions 132
Working capital 133
Cash flow 134
Profit and loss 135
The balance sheet and some important ratios 136
Budgets and budgeting

8 You can buck the market! 139
questions of markets and marketeers
140
Mrs Thatcher may have been wrong 142
Market dominance planning 143
The marketing strategy 147
Some performance indicators 147
Sales reporting 148
Promotional activities 148
Some important further questions 149
A brief word about a tricky subject 150
Case studies and research
Consultants are better than most … but they must do better – 152
152
trust me I’m a consultant! 153
Advertising 155
The key steps toward successful sensible budget advertising 156
How do consultants help with market dominance?
The Lambert Dominance Marketing Strategy Audit

9 Making the right connections 163
questions of profitable e-commerce
164
New has always been volatile 165
E-business corporate analysis

Contents vii