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CONTENT MARKETING PLAYBOOK 42 WAYS TO CONNECT WITH CUSTOMERS

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Finally, and perhaps most crucial from a strategic viewpoint, profits produce a short-term managerial focus. Risingearnings can easily disguise a decline in shareholder value because earnings ignore the future implications of currentactivities. For example, earnings can quickly be boosted by cutting advertising or customer service levels. In theshort run this is beneficial, but in the long run it will erode the company’s market share, future earnings andshareholder value. Similarly, many activities that lower short-term earnings such as investing in brands and buildingcustomer relationships can increase long-term cash flows and shareholder value. The focus on short-term earningsdiscourages growth-orientated strategies that increase...
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CONTENT MARKETING PLAYBOOK 42 WAYS TO CONNECT WITH CUSTOMERS

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