Which of the following is NOT one of the four business Issues in propositions?

In the context of propositions, the primary business issues typically revolve around creating value and addressing client needs. Retention, service, and cross-sell all directly relate to how businesses engage with customers and seek to maximize the value derived from their relationships.

Retention focuses on keeping existing customers engaged and satisfied, minimizing churn, and maintaining long-term profitability. Service emphasizes how well businesses respond to customer needs and enhance the customer experience, thereby fostering loyalty. Cross-sell involves identifying opportunities to sell additional products or services to existing customers, which can lead to increased revenue and stronger customer relationships.

On the other hand, marketing, while a critical function in business strategy, is not classified as one of the four core business issues in propositions. Instead, marketing serves as a broader tool that encompasses various strategies and tactics aimed at promoting products or services and attracting new customers. It acts more as a means to achieve goals in retention, service, and cross-sell rather than being a fundamental issue in itself. Therefore, marketing does not fit into the established framework of the four business issues in propositions.