Evaluating marketing performance by using return-on-investment (ROI) measures is not appropriate because marketing is only one of

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“Evaluating marketing performance by using return-on-investment (ROI) measures is not appropriate because marketing is only one of several influences upon ROI.” Develop an argument against this statement.
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Strategic Marketing

ISBN: 978-0078028908

10th edition

Authors: Nigel Piercy and David Cravens

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