| Description |
1 online resource (5 pages) |
| Note |
Reprint #65234. |
| Bibliography |
Includes bibliographical references. |
| Summary |
For marketers, budget averages have long equaled spending power - or vulnerability. When budgets are below average, CMOs seek more funding. When budgets are above average, CFOs seek to tighten the belt. However, the authors argue that marketing-budget averages can be misleading. Here's what they learned about how marketing budgets break down across several more-specific factors - and how to make better comparisons - through their analysis of data from The CMO Survey. |
| Subject |
Marketing -- Management.
|
|
Budget in business.
|
|
Marketing -- Gestion. |
|
Gestion budgétaire. |
| Added Author |
Moorman, Christine, author.
|
| Standard No. |
53863MIT65234 |
|
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