9月13日,笔者参加了上海“科特勒之夜”晚会,听菲利普·科特勒博士做的一个关于改进营销ROI(投资回报)的演讲。他形象地使用了一个飞镖盘,指出企业营销和广告的“飞镖”往往并不能击中靶心,甚至大量脱靶,因而未能实现提高销售和增加利润的经营目标。 On September 13, the author attended the night of “Kotler” in Shanghai to hear a speech by Dr. Philippe Kotler on improving the marketing ROI (return on investment). He vividly uses a dartboard, pointing out that “darts” of corporate marketing and advertising often fail to hit the bull's eye and even a large number of off-target, failing to achieve the business goals of increasing sales and increasing profits.