Victor Cook

professional education and scholarly research.” Our schools and colleges offer undergraduate, graduate and professional degrees in the liberal arts, science and engineering, architecture, business, law, social work, medicine and public health and tropical medicine. The only nationally ranked business school in the Gulf South, the Freeman School of Business offers programs including Bachelor of Science in Management, Master of Business Administration, Executive MBA, Professional MBA, Master of Accounting, Master of Finance, Master of Management, Master of Global Management and Doctor of Philosophy. The Freeman School also offers Executive MBA, Professional MBA and Master of Finance programs at its satellite campus in Houston, and Executive MBA and faculty development PhD programs with partner institutions in countries including Chile, China, Colombia, Mexico, Taiwan and Venezuela. In 2006, Thomson Scientific ranked the Freeman School in the top 1 percent of institutions according to citations in business and economics, with 230 faculty papers cited a total of 1,266 times.

sweet spot for any combination of costs and earnings. If you spend more at the margin then the earnings returned you're throwing money down the drain. If you spend less you're leaving money on the table. What a simple, powerful idea. I apply this idea to many different companies in the 90 articles published on my blog. Sixty of these have been published on SA.

Customers and Capital. It's the first major work to deliver a risk-adjusted marketing metric tied to the balance sheet. It also breaks new ground by valuing a company partly on the basis of its SG&A expenses—the black-hole of the income statement—by measuring its natural market share and earnings productivity. With applications to Southwest Airlines, Amazon, IBM, Wal-Mart and many others, this book documents the impact of marketing on stock price. And shows exactly how it works.