Download or read book Vulcans, Earthlings and Marketing ROI written by David Rutherford and published by Wilfrid Laurier Univ. Press. This book was released on 2008 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Marketing accountability has become a hot topic in the boardroom. This book explains how marketers and their agencies can communicate the value of marketing and advertising to a business audience - in part by exposing the fallacy that customer behavior is the product of pure Vulcan-like rationality." --Résumé de l'éditeur.