MARKETING INVESTMENT (?)

You know that term (from poetry, originally) oxymoron? It usually refers to two words with opposite meanings that are joined together for a clever, paradoxical expression. We heard a joke recently - someone said that the term "marketing investment" was an oxymoron. Actually, it wasn't much of a joke; in fact, we didn't laugh - chances are, you didn't either. Nevertheless, it does seem more the exception than the rule that CEO's consider any marketing spending to be an investment (you know, as in the kind that expects a return greater than the actual investment amount). This week we take a look at why marketing investment seems to be so under-appreciated.

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The DISPATCHES^TM for June 13, 2010 can be found here:

MARKETING INVESTMENT (?)

A printer / handheld friendly version can be found here:

MARKETING INVESTMENT (?)

It is also available in PDF here:

MarketingInvestment.pdf (PDF File)