When looking at the trend in overall market spending, supply and demand metrics, and consumer marketing metrics, the challenge for executive teams is to "connect the dots" between market metrics and cost savings. But that connection can only be made if you understand that your organization’s performance must be measured against—and exceed the "value" offered by—your competition. To understand this “value driven” market, ask yourself – In your strategy development process, what ratio of cost to value is a strategic decision dependent on your market positioning? Is your organization the "low cost" provider compared to the competition? The . . .
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