Long-term effects of marketing actions

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Long-term effects of marketing actions

Michael HessMarketing Accountability Standards Board

Why Long-Term Marketing? And a Definition

Long-term is the focus on building brands across periods that are longer than the next investor report, quarterly fiscal...

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