In this three part series, execs at Volvo, KPMG, AANA and Brand Traction traverse the worrying limitations of today’s marketing grads, plus critical updates every marketer needs in applied behavioural economics from BJ Fogg and Daniel Kahemann, more on Prof. Byron Sharp and the Ehrenberg Bass Institute and the theme de jour of short-term results versus long-term brand building. In Part Two we dig deep into leading global effectiveness thinking in media and advertising. 

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