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Chapter 12, page 396: “Our analysis measured a (total, incremental, or marginal) MROI of (scope of spending) using (valuation method) over time period.” Paul W. Farris, Dominique M. Hanssens, James D. Lenskold and David J. Reibstein (2015), “Marketing return on investment: Seeking clarity for concept and measurement” Applied Marketing Analytics, 1 (3), 267–282.