Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Why are intermediate marketing measures and metrics necessary? Why isn’t it possible to go directly from marketing actions and expenditures to financial results? If you could go directly from mar- keting actions and expenditures to financial results, would there still be a need for intermediate measures? Why or why not?
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