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Podcast: That's What I Call Marketing
Episode: S2. Ep. 16: 10 Years on: Peter Field & The Long and Short Of It.
Description: Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strategies. And Peter joins me today to mark the 10th anniversary of that publication. We talk aboutwhat led to the writing of the book,the context of...