The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies - medicalbooks.filipinodoctors.org

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The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies

Brand: SELPONT
Manufacturer: Institute of Practitioners in Advertising
ISBN 085294134X
EAN: 9780852941348
Category: Paperback (Subjects)
List Price: $120.00
Price: $60.90  (Customer Reviews)
You Save: $59.10 (49%)
Dimension: 11.69 x 8.27 x 0.04 inches
Shipping Wt: 0.22 pounds. FREE Shipping (Details)
Availability: In Stock
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Product Description

This publication is the eagerly anticipated update of Marketing in the Era of Accountability, examining the impact of timescales of effect, exploring the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Les Binet and Peter Field return to explore a vital new area: how campaign results develop over time. This report focuses on a growing tension that exists between short-term response activity and long-term brand-building. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different.

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