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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/39973
- Title
- Happy money
- Author(s)
- McKaskill, Tom
- Abstract
- The article comments on the cost-effectiveness of marketing strategies used in acquiring new customers by businesses in Australia. Bain & Co. has created a strategy that provides high revenue per dollar on marketing spending, stimulates growth, increases profitability and provides a competitive advantage. Based on a 2001 study of marketing strategies in 59 small and medium-size enterprises, high-growth companies were focused on making customers happy.
- Publication type
- Journal article
- Research centre
- Swinburne University of Technology. Faculty of Business and Enterprise. Australian Graduate School of Entrepreneurship
- Source
- Business Review Weekly, Vol. 28, no. 22 (Jun 2006), p. 53
- Publication year
- 2006
- Keyword(s)
- Australia; Bain & Co; Customer services; Marketing; Marketing strategy; Planning; Sales promotion; Strategic planning
- Publisher
- Fairfax Business Media
- ISSN
- 0727-758X
