Every company aims to maximize profit. Yet, in the frenzy of everyday work, it is not uncommon for "urgent" issues to supplant "important" ones, thereby shifting the focus of marketing professionals.

The most important contribution that marketers make to the company's success is consciously choosing a strategy for optimizing sales and marketing resources—and then sticking to it.

Picking the right target market by selecting the most profitable group of customers is the critical first step in developing an effective marketing strategy. Doing so enables marketers to concentrate their firepower and limited resources on those prospects that will yield the greatest profit.

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