Smith, Gerald E. - In: Journal of Product & Brand Management 15 (2006) 6, pp. 358-366
profit leverage. Design/methodology/approach – The paper identifies a series of principles for targeting market segments and … types of marketing strategies – what the author calls “gross profit strategies” – that managers should use to leverage the … growth of gross profit. Two general classes of gross profit strategies are identified – volume‐driven, and price …