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Summary

This article focuses on some methodological issues that impede the measurement of marketing effectiveness, as well as what can be done about them. Some of the issues are brought about by the changes in the marketing environment in the last 10 years—such as the increasing role of the Internet in marketing, proliferation of sales and media channels, and increasing power of consumers relative to providers. Others are less new, like the difficulty of measuring the long-term effects of marketing action, the limitations of using history as a predictor of future outcomes, and the inherent risk of investment decisions.

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