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About this product
Product Information
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.Product Identifiers
PublisherInstitute of Practitioners in Advertising
ISBN-139780852941348
eBay Product ID (ePID)176425836
Product Key Features
Number of Pages82 Pages
Publication NameThe Long and the Short of It: Balancing Short and Long-Term Marketing Strategies
LanguageEnglish
SubjectBusiness
Publication Year2013
TypeTextbook
AuthorLes Binet, Peter Field
FormatPaperback
Dimensions
Item Height297 mm
Item Weight310 g
Item Width210 mm
Additional Product Features
Country/Region of ManufactureUnited Kingdom
Title_AuthorLes Binet, Peter Field
