The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Peter Field, Les Binet

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

Peter Field, Les Binet

82 pages • first pub 2013 (editions)

nonfiction business informative medium-paced
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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...

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