Strategic Marketing and Investment. Marketing is easy to learn, yet extremely difficult to practice well. Some marketing consultants (Clancy and Schulman, 1994) believe that most marketing programs do not earn an acceptable return on investment. Even segmentation decisions, surely a cornerstone of marketing theory and practice, are subject to the same criticism. Pages: 15 Bibliography: 13 source(s) listed Filename: 19666 Strategic Marketing Theory.doc Price: 134.25