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Perspectives

ROI for Marketing: Balancing Accountability with Long-Term Needs

By Robert Duboff

This is a book with a point of view about ROI (return on investment) for marketing. Each phase of my career has contributed to the perspective. I started as a market research consultant, the craft that still excites me most. Working with clients, I initially learned about the uniqueness of each client (both individual and collective culture) and the importance of process. I came to appreciate that, for all the numeric aspects of market research that originally attracted me to the job, the impact of the work had less to do with numbers and more with the skill with which the numbers were developed and presented.

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