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.
Customers Who Bought This Item Also Bought
*If this is not the "
The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies" product you were looking for, you can check the other results by
clicking this link.
Details were last updated on Nov 22, 2024 17:13 +08.