The whole discussion about the costs, ROI or marketing of SOA boils down to one thing: Business and IT have to adopt a common mindset - a service-oriented mindset.

整个关于SOA的成本、ROI或市场营销的讨论，总结成一句话：业务和IT必须达成共识——一种面向服务的共识。

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In my experience, a native marketing mindset encompasses more than an advertising proposition the box in which most of these conversations are taking place.

FORBES: Advertising Week 2012: Get Ready For The Native Ad Wave