Iffy ROI - More Popular Than You Think
Wednesday, December 1, 2010 - 4:24pm
Man, I love it so far. Skipping over the basic overviews, some sections caused me to sharpen my #2 Ticonderoga and do some serious underlying. Like this, from page 46:
It's hard to spend money on research when there is no clear guarantee of a profitable payback. Interesting isn't it though, that spending money to support short-term promotions, circulating additional catalogs or flyers, running a bunch of banner ads, adding to the sales force or tossing a new product or service into the market seems so easy to justify - even when faced with just as iffy a payback.
Love it.
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