The book says: marketing effects take place over an extended period of time. It’s a mistake to sacrifice long-term planning with actions to improve short-term balance sheet. E.g. sales increase short-term profits but in long-term educates people to not buy for regular price, therefore decreasing long-term profits.
See also Eric’s take
|« Laws of marketing #12 (line extension)||•||Laws of marketing #10 (division) »|