The right tools
Article Abstract:
The use of financial terms such as return on investment (ROI), return on assets (ROA), and total cost of ownership (TCO), as tools for marketing strategies is discussed. ROI is often used when prospects try to justify spending money on the product. TCO, on the other hand, is used when prospects justify investing in one vendor's solution over another's. ROA is used when the solution offered by vendors enhances the value of existing technologies.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
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What's the competition doing to you?
Article Abstract:
The importance of analyzing a competitors business and marketing strategy for improving the effectiveness of ones's own company is discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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