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Targeting Profitability: How To Find Your Most Lucrative Market

By Barbara Bix and Melissa Josephson Edwards

Every company aims to maximize profit. Yet, in the frenzy of everyday work, it is not uncommon for "urgent" issues to supplant "important" ones, thereby shifting the focus of marketing professionals.

The most important contribution that marketers make to the company's success is consciously choosing a strategy for optimizing sales and marketing resources--and then sticking to it.

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