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  • The Fallacy Of Return On Investment In Marketing
    Return on investment in marketing cannot be measured accurately.

    Do you buy a Coke because it is on the billboard; because you saw the ad on television; because you saw the Coke truck; or because the Coke machine is convenient? Was it the ad this month or last? Or was it the ad you saw when you were 10? Or is it the fond memories you have of drinking Coke? Or the nice logo?

    The answer is – you probably don’t know exactly why you buy the Coke at the particular time that ...
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