Many companies allocate as much to advertising as they do to capital expenses, but they can only guess at the return on their marketing investment. BCG’s holistic approach, which is founded on zero-based budgeting, differentiation of investment levels by brand and market segment, and precise metrics, ensures that dollars are well spent. Applying it has helped companies free up as much as 20 percent of their marketing investment, allowing them to focus spending where it will have the greatest impact.
Content: Article
Authors: Hubert Hsu, Jens Harsaae, Joe Manget, John Bogert
Source: Boston Consulting Group (BCG)
Subject: Marketing / Sales
Authors: Hubert Hsu, Jens Harsaae, Joe Manget, John Bogert
Source: Boston Consulting Group (BCG)
Subject: Marketing / Sales
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