Imagine your company’s chief marketing officer presenting a plan for the annual marketing budget and sticking to it. Constant shifts in technology and the perpetual evolution of your customers’ preferred media sources require a more complex approach to marketing, and recognition that the marketing budget isn’t a line-item expense – it’s an investment, and should be managed as such. The Boston Consulting Group offers tips for marketing investments in this special report.
About the Authors
Jessica Apotheker, Wei Han, David Ratajczak, Thomas Recchione, Neal Rich and Ray Wu are professionals with the Boston Consulting Group.
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