Marketing Strategy and Profitable Growth.

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F05%3A00003386" target="_blank" >RIV/00216275:25310/05:00003386 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

čeština

Original language name

Marketingové strategie a ziskový růst.

Original language description

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.

Czech name

Marketingové strategie a ziskový růst.

Czech description

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.

Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AH - Economics

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2005

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Vedecke listy

ISSN

1336-815X

e-ISSN

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Volume of the periodical

I

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

8

Pages from-to

39-46

UT code for WoS article

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EID of the result in the Scopus database

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