| Description |
1 online resource (5 pages) |
| 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 |
| Notes |
Reprint #65234 |
| Bibliography |
Includes bibliographical references |
| Subject |
Marketing -- Management.
|
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Budget in business.
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Budget in business.
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Marketing -- Management.
|
| Form |
Electronic book
|
| Author |
Moorman, Christine, author.
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