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Article Review

Read and analyze the following article, which can be accessed by clicking the link below.

Breur, T. (2006). The importance of focus for generating customer value. Journal of Financial Services Marketing, 11(1), 64–71. Retrieved from https://search-proquest-com.libraryresources.columbiasouthern.edu/abicomplete/docview/195285738/3DD8404D9B984970PQ/1?accountid=33337

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?

Your response should be a minimum of two to three pages in length, and answers to the questions above should be formatted in essay format. Use APA style when writing your review. Cite any direct quotes or paraphrases from the article, and include any references used in your review on a reference page.