The biggest surprise for me in the reading was the irrelevancy topic. Certain there is a high degree of irrelevancy in information gained through marketing efforts, but I believe the level of irrelevancy is higher than the author connotes.
I found this irrelevancy topic the most confusing for me as well. The rest of the chapter made sense, but I was under the impression that a marketer could expect to receive only 1% of a return on most marketing efforts. I would ask the author 1) what they think the average irrelevancy percentage is in marketing efforts, and 2) what industries face more irrelevancy in marketing efforts than other industries.
I do not feel the author was actually wrong about any aspects of the reading.
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