Marketing has ceased to work today. New products are failing at a disastrous rate. Most advertising campaigns do not register anything distinctive in the customer' s mind. Direct mail barely achieves a one percent response rate. Most products come across as interchangeable commodities rather than powerful brands. No wonder CEOs are demanding more accountability from marketing! They want their marketers to provide financial estimates of ROI, before and after each major campaign. Without profit accountability, marketing budgets will continue to be the first ones reduced when companies must cut their costs.

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