Titlebook: Decision Making in Marketing and Finance; An Interdisciplinary Paul Sergius Koku Book 2014 Paul Sergius Koku 2014 Marketing-Finance.Interfa

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Pricing and Sales Promotion,in terms of how they strategize to meet the consumers’ unmet needs, and also deep enough not to use price as a strategic variable because it can be easily copied by competition. We also know that price can be used as a signaling variable to convey nonobvious information on quality (as discussed in chapter 4).

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The Customer Lifetime Value,erformance by 25 to 50 percent, sometimes more. By contrast, businesses that concentrate on finding and keeping good customers, productive employees, and supportive investors continue to generate superior results. Loyalty is by no means dead. It remains one of the great engines of business success” (1996, p. 1).

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