Published by:
MIT Sloan School of Management
Length: 5 pages
Topics:
Marketing
Share a link:
https://casecent.re/p/195645
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Abstract
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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Abstract
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.