December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring Marketing
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Part 4: Customers Metrics
A key expectation of marketers is to clearly analyze and describe the markets they are targeting and the customers within. Marketers need to evaluate and defend why they believe the markets they wish to enter are attractive. Senior management is likely to ask:
–Is the market opportunity large enough to justify the financial and resource commitments marketers are recommending?
–Is the market growing at an attractive rate?
–Can the company build leading and/or defensible share of market?
–Does each of the segments offer attractive profit potential?
The role of marketing is to help the company grow by attracting and retaining ...
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