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Marketingové strategie a ziskový růst.
Year: 2005
Type of publication: článek v odborném periodiku
Name of source: Vedecke listy
Publisher name: FCHPT STU
Place: Bratislava
Page from-to: 39-46
Titles:
Language Name Abstract Keywords
cze Marketingové strategie a ziskový růst. This paper defines net marketing contribution (NMC) as a metric of marketing profitability of target markets. Then it evaluates different aspects of NMC in order to insight into the development of different marketing strategies designed to grow profitability. Each element of NMC offers the potential to create a marketing strategy that will affect profits. In each case, the NMC of a proposed strategy must exceed the current NMC in order to grow the net profits of the business. In light of this fact, there is a limited number of fundamental marketing strategies that a business can consider in order to grow NMC. Marketing strategies to grow the marketing profitability of target markets could address market demand, market share, revenue per customer, variable cost per customer or marketing expenses. I will discuss how selected strategies in each area might affect the company?s profits. marketingová strategie, ziskový růst
eng Marketing Strategy and Profitable Growth. This paper defines net marketing contribution (NMC) as a metric of marketing profitability of target markets. Then it evaluates different aspects of NMC in order to insight into the development of different marketing strategies designed to grow profitability. Each element of NMC offers the potential to create a marketing strategy that will affect profits. In each case, the NMC of a proposed strategy must exceed the current NMC in order to grow the net profits of the business. In light of this fact, there is a limited number of fundamental marketing strategies that a business can consider in order to grow NMC. Marketing strategies to grow the marketing profitability of target markets could address market demand, market share, revenue per customer, variable cost per customer or marketing expenses. I will discuss how selected strategies in each area might affect the company?s profits. Marketing Strategy, Profitable Growth

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