- Write a summary of the
article to include the purpose of the article, how research was conducted (if
any), the results, and other pertinent information from the article.
Additionally, respond to the questions below.
- Aggregate company performance numbers are not always the best way to measure performance. What are the most useful performance criteria to determine how a company is doing along its strategic marketing process?
- How does the author describe how a firm measures profitability at the individual customer level?
- Why is this method for measuring customer value important?
- Even though this article is written about the financial services industry, how might these principles be used in another industry?
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