The Innovation-Deficit Tax: Advertising - BusinessWeek: "INNOVATION SAVES MARKETING MONEY
Why do we care about how much companies spend on advertising? First, because we see a direct corollary between true innovation and marketing expenses. Truly innovative products typically require a smaller investment in marketing and advertising. Why? Because true innovation means a company has identified a:
1. Significant need
2. Product, service, or business model that meets that need
3. Means of communication that connects the two"
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