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Allocating Marketing Resources - Harvard …

08-069. Allocating Marketing Resources Sunil Gupta Thomas J. Steenburgh Copyright 2008 by Sunil Gupta and Thomas J. Steenburgh Working papers are in draft form. This working paper is distributed for purposes of comment and discussion only. It may not be reproduced without permission of the copyright holder. Copies of working papers are available from the author. Allocating Marketing Resources Sunil Gupta Thomas Steenburgh1. January 28, 2008. 1. Sunil Gupta is Edward W. Carter Professor of Business Administration and Thomas Steenburgh is Associate Professor of Business Administration at the Harvard Business School, Soldiers Field, Boston, MA 02163. Allocating Marketing Resources Abstract Marketing is essential for the organic growth of a company.

2 Allocating Marketing Resources Abstract Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing.

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