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Review title: simple? yes. actionable? no.
Product review: in a world where every marketing dollar invested should count, marketing roi is becoming more and more "basic" in the companies' operational procedure. that is a given.the premise of this book is that "marketing roi is important". the author conceptually introduces marketing roi, hammers on and on about its importance, and offers possibilities of measurements. if you are looking for a "what is marketing roi" and "why is marketing roi important", this is the book for you. but if like me, you've already been awakened - rudely or gently - to the importance of marketing roi and its possible contributions to your business and are looking for ways and means to effect significant changes in your organization, this is not the book for you. this book is more of a PR work for the author's firm than a book that seeks to contribute to its readers' coffers of experience.
