Acquired
Mars Inc. (the chocolate story)
David Rosenthal
Yeah, business academia had not yet learned marketing about itself. So in the book, though, Rose argues that the primary focus of management should not be on revenue or profit or growth, but instead on a metric called return on total assets, or ROTA. And again, if you talk to anybody in Mars today, ROTA, ROTA, ROTA, ROTA. Everything is about ROTA.
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