'Win the battle but lose the war'

Book Mark
The Marketing Accountability Imperative
Michael Dunn
( http://www.josseybass.com/)

Easy ROI can lead to lazy marketing

Is ROI (return on investment) the best measure of marketing spending performance? This is one of the many questions that Michael Dunn takes up in The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments. Easy ROI can lead to lazy marketing, he warns. “Ready access to precise ROI can become an excuse for avoiding the upfront work needed to find new customer insight.”

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