Long-term effects of marketing actions
Why Long-Term Marketing? And a Definition
Long-term is the focus on building brands across periods that are longer than the next investor report, quarterly fiscal report or the current budget or planning period. Long-term is about growing a brand for the future. Long-term effects are generally measured through increased brand awareness, brand equity, increased loyalty or higher price elasticity. For a company to sustain long-term growth and profitability, it is important that it effectively execute both short-term and long-term marketing strategies.
Most marketing variables are primarily measured within the...