haku: @indexterm profitability / yhteensä: 685
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| Tekijä: | Duboff, R. S. |
| Otsikko: | Marketing to maximize profitability |
| Lehti: | Journal of Business Strategy
1992 : NOV-DEC, VOL. 13:6, p. 10-13 |
| Asiasana: | MARKETING PROFITABILITY MARKETING STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | If marketing stays focused on its traditional charter of building revenues , it may not survive for long as a core management function. The challenge for marketers today is to concentrate their efforts on building the right kind of revenues by focusing on the right kind of customers - the ones who become the long-term muscle that sustains and enhances profitability. An effective marketing strategy should focus on serving profitable customers, not just adding new ones. Five steps are offered that marketers can follow to ensure that their efforts provide the greatest boost to the bottom line. |
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