- the dangers of focussing too much on short marketing objectives
- Are your short term campaigns damaging your brand equity?
- Can digital marketing be used to drive brand awareness
- How do long term factors influence short term decision making
Les Binet & Peter Field – The Long & the Short of It – https://www.amazon.com.au/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X
Robert B Cialdini – Influence: The Psychology of Persuasion – https://www.amazon.com.au/influence-Psychology-Robert-PhD-Cialdini/dp/006124189X/ref=asc_df_006124189X/