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While the results of marketing investments are most readily measured in the short term, marketing’s beneficial effects often extend well beyond the initial weeks or months following a particular campaign or activity. Therefore, marketers who have a clear idea of how their activities will work in both the short and the long term are able to balance their immediate and longterm objectives in their brand management decisions.
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Marketing Effectiveness: It's More Than Just ROI
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Mother India
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Spam: The Case for Relationship Marketing
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The Promise of Online Video
To Pass Or To Pass It On: That Is The Viral Question by Nigel Hollis
GROUPM FORECAST SAYS GLOBAL AD
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