Back to basics: Ten marketing principles to pivot to the long-term

Lee Roth

It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.

Brand positioning
Creativity & effectiveness
Long-term vs short-term effectiveness
Managing the marketing function

Where to start

Over the past decade, the marketing industry has responded to the rapidly changing media landscape with panic and pessimism. In an attempt to keep up with new technology, there has been a lot of frantic trend-chasing. In an attempt to meet...

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