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And we even hold reservations about the value of cash as a liquidity measure. All we have are opinions expressed as metaphors that mustn't be regarded as dogma. Each opinion has some usefulness. Each has known weaknesses. But, for goodness sake, watch the cash drawer first, foremost and always.
When setting a price for a commercial print job, take a quick look at the estimate values if you wish. Wet your finger and hold it up to find the direction of the breeze. Then answer these questions: What perceived value does the customer have for the job? How quickly will the invoice be paid? What are the competitive constraints?
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