For those that didn’t study Latin or law, caveat emptor quite simply means “buyer beware”.
David Reibstein, the William Stewart Woodside Professor, Professor of Marketing at Wharton Business School and author of “Marketing Metrics: 50+ Measures Every Manager Should Master” says that marketers chase growth, but few get very specific about what type of growth.
In David’s mind, it has to be profitable growth. Organizations chase revenue with an expectation that it will turn to profit. But the....