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The End of Averages for Marketing Budgets
內容大綱
For marketers, budget averages have long equaled spending power â€" 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 â€" and how to make better comparisons â€" through their analysis of data from The CMO Survey.