Why It’s Time to Eliminate the Word "Media" from Our Marketing Lexicon
Joseph Jaffe, author of Flip the Funnel, discussed the concept of Z.E.R.O., where in a perfect world your media budget would be zero, both literally and figuratively in the form of an acronym that stands for zealots (advocacy), entrepreneurship (innovation), retention (customer centricity), and owned assets (moving from tenant to landlord).
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