Marketing 2

I require an essay covering the attached article, (there are 2 attachments) The essay should cover the purpose of the article and how research was conducted , the results and other pertinent information from the article, additionally please answer the questions below. 

1. Aggregate company performance numbers are not always best way to measure performance. What are the most useful performance criteria to determine how a company is doing along its strategic marketing performance?

2.How does the author describe how a firm measures profitability at the individual customer level?

3. Why is this method for measuring customer value important?

4. Even though this article is written about the financial services industry, how might these principles be used in another industry? 

  The answers along with the summary must be in the APA format and include a titl e page and reference page, the answers and summary must be 400 words, not including title page and not including references.