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on 23 March 2001
For many people employed in the marketing field the daily constant is proving that marketing is adding value to the organization. Doyle tackles marketings primary incompetence: the inability to show this 'value add' in financial terms. He argues convincingly that there is a high correlation between shareholder value and marketing input. At the end of this book Marketing people should succeed in securing higher budgets for targetted campaigns and organizations can expect to see improving shareholder returns over time. This book certainly comes under the 'must read' category.
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on 2 November 2015
Very precise
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on 13 March 2011
...because they have done no work of value. The same goes for those whose recommendations appear on its back cover (just what did Sir Martin Sorrell mean when he said "This important book could be highly influential."? It could be but perhaps it won't be. It would also make a good door stop!)

Good though this book appears in concept, great chunks of it verge on the impenetrable. Could be re-written within half its volume.
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