Return on customer investment is more important a measure, Marketing Management

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Return on customer investment is more important a measure

1. Return on customer investment is more important a measure than the effects of communication on behaviour'. Explain what this means.

2. Explain, using examples to illustrate, why the context of advertising makes advertising more or less important in the communications and marketing mix.

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Marketing Management: Return on customer investment is more important a measure

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Marketing Management: Return on customer investment is more important a measure

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