... staggering TABLE 5. 1 155 156 PART • CONNECTING WITH CUSTOMERS MARKETING MEMO No matter how perfectly designed and implemented a marketing program is, mistakes will happen Given the potential downside ... pp 54 -59 ; Roland R Rust, Anthony J Zahorik, and Timothy L Keiningham, "Return on Quality (ROQ): Making Service Quality Financially Accountable," Journal of Marketing 59 , no (April 19 95) : 58 -70 ... and "Data Mining in Marketing: Part 2," Marketing Management (Spring 1998): 15- 25; Ginger Conlon, "What the !@#!*?!! Is a Data Warehouse?" Sales & Marketing Management (April 1997): 41-48; Skip...