Relying on such models without first undertaking a broader rethink of marketing investments also raises another problem: right or wrong, these models may inspire blind faith in analytic results. In our experience, boosting marketing returns cannot be only about getting the numbers. It must start with an understanding of the brand as a holistic economic entity and extend to the way a marketing department does business.
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Reader CommentsDisplaying 1 of 1
Dipendra Bhatta
May 18, 2006 11:02 AM ET
ROMI
Very helpful article. Thankyou.
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