budget

by: Alain Thys

I always say that if you gotta' do something, you gotta' do it right. And when it comes to cutting marketing budgets, that rule applies as well. Real CMO's know the question is not to decide how much red ink should be used. They see their challenge in cutting wisely. Reducing marketing spend while keeping sales intact. Ensuring customer loyalty when there's less funds to please the customer. Building the brand when there's no cash to do it.

by: David Polinchock

Not much I can add here, other then to say no matter how many times I've seen studies like this, companies still cut back. And then they wonder why they don't come out of the bad times as strong as they thought they would. Thanks to Adrants for the tip!

Read it. Share it. Learn it.

by: Joseph Mann

by: Jonathan Salem Baskin

It seems that the resolve of the top marketers collected at last weekend's 98th meeting of the Association of National Advertisers was simple: defend brand budgets at all costs, and keep spending.

In other words, iceberg be damned.

by: Design Translator

I finally got the time today to sit down and really think about the impact of these troubled times.

by: Sigurd Rinde

Every year organisations have a tradition where they create a naivety scene, a seasonal activity called

budgeting.

It comes in the form of a tug-of-war between those who crave high income figures and low cost estimates so they look good and can keep up the pressure on their underlings - and the forces who fight for more leeway and less pressure so they can have an easier life next year.