budget

Uncomfortable Truths (Part Two)

By: Alain Thys

Writing the second part of this post was hard. Not because I didn't know what I wanted to say, but because the need to summarize it into a readable blogpost meant leaving out important nuances...

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The 10 Truths of 'Real' Guerrilla Marketers

by: Alain Thys

If you look up the definition “Guerrilla Marketing, is an unconventional way of performing promotional activities on a very low budget”.  While this is accurate, I’m not buying.
   

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The Rise and Fall of a Demand Creation Strategy

by: Joseph Mann

A Case Study: Marketers know a successful demand creation strategy requires a commitment not only financially but of support from senior management. Unfortunately, while the benefits of an integrated, multi-channel demand creation strategy for a business are enormous, building an opportunity pipeline typically takes more time than many companies have the stamina for.

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The Top Ten Truths of Real Marketers

About a week ago Guy Kawasaki wrote an article on the Top Ten Lies of Marketers. While I admit I recognised quite a few, I wanted to provide some balance by indicating truths a “real” marketer does live by. Compare it to a marketer's Code of the Samurai.  

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Idea Markets: How to use internal markets to help innovations run the budgeting gauntlet!

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How Customer Centric is Your CFO?

by: Alain Thys

For a publishing project at one of my clients I've currently been given the joyous task of rereading all the marketing classics. While this is fun at first, I can assure you that after the combined works of Kotler and his colleagues you're craving for some War & Peace as light reading.

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Heineken Halts All TV Advertising

by: Josh Hawkins

The Times Online UK reports today that Heineken has pulled its television ad budget after 30 years of broadcast advertising campaigns. It will redirect its marketing dollars towards point-of-sale promotions and event sponsorship.

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One of World's Largest Advertisers Pulls One-Fifth Marketing Budget Away from Television

by: Josh Hawkins

The Independent reports Unilever will pull one-fifth of its television advertising budget, providing yet another indicator that the traditional television advertising model is in trouble.

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Senior Marketing Execs Spend only 2% of Their Time on Their Largest Budget Line

by: Alain Thys

I finally got round to reading an article by Stephen White, a friend of mine who runs EMM, one of the world's leading media management and effectiveness consultancies.

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