Which of the following is LEAST likely to be true regarding marketing metrics?
A. Effective management of the various aspects of marketing requires quantification of objectives and results.
B. The topic of marketing metrics has been one of the highest priorities for most MSI member companies.
C. Although marketing carries a stigma as a cost center, metrics such as ROI cannot indicate marketing success.
D. The marketing plan is one of the most important elements of a business plan and effective planning requires metrics.
E. Appropriate and effective marketing metrics help identify, track, evaluate, and provide key benchmarks for improvement.
Answer: C
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