ABSTRACT
Among all the business disciplines, marketing routinely experiences and accepts the highest rates of failure. Consider the results of a study conducted by Copernicus Marketing Consulting 1 that paints a grim picture of marketing performance:
84 percent of 500 marketing programs studied resulted in declining brand equity and market share.
Most customer acquisition efforts fail to break even.
Fewer than 10 percent of new products succeed.
Most sales promotions are unprofitable.
Advertising ROI is below 4 percent.
