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| Author: | Millman, R. B. |
| Title: | Making the most of your annual report |
| Journal: | Management Review
1990 : OCT, VOL. 79:10, p. 52-55 |
| Index terms: | COMPANY REPORTS FINANCIAL REPORTING SALES MARKETING FINANCIAL ANALYSIS |
| Language: | eng |
| Abstract: | The annual report that SEC-filed companies must present each year, is being recreated as a sales and marketing tool. A truly effective annual report normally shares these essential characteristics: The cover sets the tone; The opening spread tells the full story; The shareholder letter looks to the future; The feature section supports the overall theme; The financial information is user friendly; Financial summaries cover 6 or 11 years; Officers are more than a group of pretty faces. Some example excerpts from annual reports of companies are shown that support the idea of the good report being an effective marketing tool. |
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