This Much I've Learned: Les Binet and Peter Field on 10 years of the Long and Short of It
The Marketing Week Podcast
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The Rally Cry of Performance Marketing
10 years after the book was published, it has become a rallying cry for many in marketing. The author argues that brand advertising at least is not a communications medium. It's more like Pavlovian conditioning training and works at different level psychologically. But he also believes performance marketing can play an important role in marketing.
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