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A MARKETING AUDIT USING A CONCEPTUAL MODEL OF …web.mit.edu/hauser/www/Hauser Articles 5.3.12... · a marketing audit for a mature product. We selected a model well suited to the
Massachusetts Institute of Technologyhauser/Hauser Articles 5.3.12...Pitfall 2: Using Risky Rewards It is much more difficult for individual managers and employees to diversify risk