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Managerial Forensics by Diana Heeb Bivona, J. Mark Munoz

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Chapter 8

How to Perform an Autopsy on Marketing Strategy

Donald E. Sexton

Introduction: How Companies Fail

Business failures ultimately are due to lack of cash flow. Decisions in many areas such as production, finance, research and development, human resources, and marketing affect cash flow. However, if cash flow is the blood of a company, then marketing—managing products or services successfully—is the heart.

Marketing decisions impacts cash flow through value as perceived by the customer, which directly affects quantity sold and prices paid. Value as perceived by the customer is determined by many marketing decisions such as choice of target market, positioning of product or service, pricing, advertising spend, advertising message, promotion, ...

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