The end of averages for marketing budgets
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 lea...
| Otros Autores: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified] :
MIT Sloan Management Review
2023.
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| Edición: | [First edition] |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009825936906719 |
| Sumario: | 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. |
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| Notas: | Reprint #65234. |
| Descripción Física: | 1 online resource (5 pages) |
