Marketing as a growth organisation – unlocking sustained growth through marketing science

Konstanze Fichtner and Harry Davison

Meta’s Harry Davison and Konstanze Fichtner show how brands can balance short-and long-term marketing and discuss why marketing effectiveness and measurement can become a competitive advantage for brands.

This article is part of a series on Marketing in the Era of Digital Commerce. Read the other articles in this series:

The brand growth formula: how marketers benefit from harmonising brand and performance marketingMastering social media growth: strategies for short- and long-term success

This article is part of a Spotlight series on drivers of brand growth. Read more

In Marketing and the Bottom Line, Tim Ambler states that “Marketing is the creation and harvesting of inward cash flow”. Thus, marketing can be evaluated based on the future cash flow it...

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