Forget market shareNot entirely - just for a minute - and remember that, in the end, the point of a business is to make money. That, more or less, is the message of Manage for Profit, Not for Market Share: For too long, companies have focused on building and preserving market share, and failed to notice that that no longer automatically yields greater profits. The book's solution lies largely in re-orienting your marketing mix, segmenting customers based on their willingness to pay, learning how to strategically raise prices, and encouraging everyone from sales to marketing to focus directly on turning a profit.
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