Abstract
As a result of intense competition, many companies have changed their fundamental marketing strategy from one of diversification of products and services to a well‐focussed, concentrated effort on “core” products, services and markets. Examines the reasons why it has become increasingly difficult to identify and evaluate core earnings performance. Also examines the ominous implications of this problem for strategic marketing decisions which require an accurate assessment of core earnings performance. Describes a number of situations in which the use of unchallenged or unadjusted earnings figures could result in flawed or failed marketing strategies. Finally, provides insight regarding a number of issues related to earnings and cash flow to increase marketers′ ability to evaluate core earnings performance and thus avoid the marketing problems described.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
