oa Journal of Marketing - The secret diary of Donald Liphoko : 5 strong voices
|Article Title||The secret diary of Donald Liphoko : 5 strong voices|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Feb 2009|
|Issue||Feb / Mar 2009|
The MediaShop immediately adopted defensive strategies - optimising ad sizes, off-rate card negotiations, ad wear out analysis, and benchmarking minimum exposure thresholds - all the tricks in defence of ROI. Our plans were embedding direct and online marketing techniques to close the sale, as opposed to building awareness.
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