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Korte en lange termijn efficiëntie kunnen niet zonder elkaar

Anne-Sophie Vilain
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Uit de Effie Effectiveness Barometer springt het als bezorgdheid in het oog: de focus van marketing op resultaten op korte termijn neemt toe. Maar hoe bezorgd moeten we daarover echt zijn? David Willems (ex-Toyota/Lexus), Sylvie Irzi (Mediabrands) en Christ’l De Jonghe (Kunstmaan) geven hun mening.

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