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  • Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.

    Philip Kotler
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    "Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know". Book by Philip Kotler, 2003.
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Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it. - Philip Kotler
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