Harvard Business Review "Out of 500 Consumer and B2B marketing programs in the study"
- 84% resulted in less market share, not more
- Most customer acquisition efforts did not break even
- Fewer than 10% of new products succeeded
- Most sales promotions were unprofitable
- Advertising ROI was below 4%
- Doubling advertising expenditures for established products increased sales just between 1% and 2%