Unravelling the Gordian knot of brand contact

Frank Harrison

The increasing availability and influence of different media provoke two major challenges: how different media influence consumers and how companies need to organise themselves to use it.

Unravelling the Gordian knot of brand contact

Frank Harrison

Of the many challenges facing marketers, one of the most intractable is simply deciding where the marketing budget should be spent. How much should be spent on TV advertising versus online? Shouldn't...

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