With the ever-increasing intensity of business competition and the need to differentiate effectively in a crowded marketplace, marketing has become even more important. But as marketing has grown in importance, so have the challenges. Today's marketing professionals must reach a society bombarded with sales pitches. They must weed through a growing array of sophisticated marketing technologies that promise much improved results, but often at a significant cost. And they must prove to management that their marketing efforts are producing reasonable financial returns.
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