oa Journal of Marketing - A new preoccupation
|Article Title||A new preoccupation|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Oct 2007|
|Issue||Oct / Nov 2007|
It seems that for some time now there has been a focus in marketing land on maximizing return on investment. This is either to shore up results or to improve net revenues or increase EBITDA to please shareholders.
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