Opinion: Short-term approach is no short cut to success

Thanks to Sars, recessions, currency crises and a traditional resistance to investment, Asian marketing has become - at best - a short-term, day-to-day game. And this would not sit well with Professor Don E. Schultz, a veteran of integrated marketing and Emeritus Professor-in-Service at Chicago's Northwestern University, who argued that in many cases, marketers have only got themselves to blame for being treated like second-class citizens within their own companies. He said they value spending more than they value results, and avoid the measurement of the results of that spending.