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96 PART 2 CAPTURING MARKETING INSIGHTS
4
Chapter
In This Chapter, We Will Address Insightful consumer research helped
Kimberly-Clark improve its Huggies diapers
the Following Questions
and gain share in the market.
1. What constitutes good marketing research?
2. What are the best metrics for measuring marketing
productivity?
3. How can marketers assess their return on investment of marketing
expenditures?
