Building blocks
Article Abstract:
The importance of marketing measurement in aligning investment with opportunity is discussed. Chief executive officers can authorize an increase in marketing investment only if finance and marketing are aligned. A definition for the role of marketing which is not solely based on short-term, incremental cash flow, must be established.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
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Call every shot
Article Abstract:
Market segmentation allows for the division of customer population in order to better target their needs. Details on segmentation approaches and advancements in segmentation research are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2008
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Fixing prices
Article Abstract:
The consequences of price negotiations on the business profits are discussed. Steps to cope with price complexity is also presented.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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