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Article: Customer acquisition cost--A key marketing metric. (Industry Voice).
- Article from:
- National Petroleum News
- Article date:
- April 1, 2003
CopyrightCOPYRIGHT 2003 M2Media360. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Corporate executives are facing hard decisions. Profitability concerns are pressuring budgets across the board, including sales and marketing. Yet, what could be more important during tough economic times than funding initiatives to acquire new customers?
The underlying issue is customer acquisition cost. Drive this cost down and your marketing and sales budgets will yield more customers. Since marketing and sales organizations have already been rationalized, further gains must come through a restructuring of marketing and sales processes. This is logical, because meaningful improvements always come from doing different things, rather than doing the same things ...