June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Aligning Customer Value and Customer Profile
An essential element of tactical targeting is ascertaining the profile characteristics of strategically important customer segments. Although strategic targeting’s focus on creating market value is crucial to the success of the company’s offering, it has an important disadvantage: Value is not observable, which means it cannot readily be acted on to reach target customers. Tactical targeting addresses this shortcoming by identifying the demographic, geographic, psychographic, and behavioral characteristics of strategically selected target customers so that the company can reach out to them. Thus, strategic and tactical targeting are complementary and inseparable facets of the process of identifying ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.