By forensically analysing the data from thousands of marketing campaigns Peter Field and Les Binet have been able to produce some of the most granular studies of what actually works. Their publications are essential reading for any marketer with influence over how marketing spend. Their most recent book, 'Effectiveness in Context', demonstrates how to balance your budget between activation and brand-building in different contexts. Peter and Les have refined their analysis of the data so you can see the differences between sectors, brand maturity and a number of other factors. Watch the film for a summary and visit: [ Ссылка ]
