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.
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Budget in business.
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Marketing -- Gestion. |
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Gestion budgétaire. |
Added Author |
Moorman, Christine, author.
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Standard No. |
53863MIT65234 |
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