Article Review Assignment
Read and analyze the following article: Breur, T. (2006). The importance of focus for generating customer value. Journal of Financial Services Marketing, 11(1), 64-71.
Write a summary of the article to include the purpose of the article, how research was conducted (if any), the results, and other pertinent information from the article. Additionally, respond to the questions below.
1. Aggregate company performance numbers are not always the best way to measure performance. What are the most useful performance criteria to determine how a company is doing along its strategic marketing process?
2. How does the author describe how a firm measures profitability at the individual customer level?
3. Why is this method for measuring customer value important?
4. Even though this article is written about the financial services industry, how might these principles be used in another industry?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.