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.

Measurement, Practice, Market development, Financial managers

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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.

Science & research, Research, Market segmentation

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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.

Corporate Profits, Profit, Profits, Influence, Price fixing

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