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| Author: | Loewe, P. M. Hanssens, D. M. |
| Title: | Taking the mystery out of marketing |
| Journal: | Management Review
1994 : AUG, VOL. 83:8, p. 32-34 |
| Index terms: | |
| Freeterms: | MARKETING |
| Language: | eng |
| Abstract: | Stop throwing money at marketing based on what you think might happen. Instead, look at marketing as you would any other expenditure and determine the performance of your marketing investments. |
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