Marketing controls

What are the pros and cons for Sony Music Entertainment and Pink making all Pink’s music available on an online music service like Spotify?

1. What can Sony Music Entertainment do to reduce the level of digital piracy of their music?

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2. Why is customer profitability sometimes a better unit of measurement than market profitability?

Why is it important to consider customer lifetime value (CLTV)?

1. How can a firm increase CLTV?

2. Discuss why firms need marketing controls.

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