Chapter 5
1. See Larry Light, “Now That's a Pepsi Challenge,” Business Week (May 3, 1999): 151.
2. See Debra Sparks, “Who's Getting More Bang for the Marketing Buck,” Business Week (May 31, 1999): 148–150.
3. See John Boquist, Todd Milbourn, and Anjan V. Thakor, The Value Sphere: Secrets of Creating and Retaining Shareholder Wealth (Bloomington, Ind.: VIA Press, 1999).
4. The problems associated with making inferences based on Table 5.2 are quite clear. First, the table does not tell us anything about the incremental revenues attributable to these companies' marketing expenditures, which is what we need to judge the effectiveness of their marketing outlays. Second, we don't know the lagged relationship between marketing outlays and their effect ...
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