This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.
This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical ‘jargon’ has deliberately been avoided to ensure a straightforward presentation of marketing facts.
The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.
Under cost pressure and increased complexity in marketing departments, sound and efficient decision making has become a key focus for marketing managers. However, most decisions in this field are based on simple rules, learnt and internalized over time. This thesis aims to conceptualize these heuristics in the process of finding budget solutions in marketing. First an understanding of marketing resource allocation as a Two-Step model was gained; some important properties such as hierarchy, the role of power and politics, and the strategic importance were analysed. In a next step, a conceptual analysis of heuristics and marketing budgeting literature was conducted. In heuristics, research differentiates between intuitive and choice-based heuristics. By comparing these with studies on marketing budgeting methods, the author found that intuitive heuristics play an especially important role for marketing managers in their decision making process today. In a next step, an overview of both economic and behavioural marketing budgeting research is presented. Behavioural marketing budgeting research seems to be widely used as a starting point for conceptualizing heuristics in the resource allocation process; by looking at economic concepts, an understanding of why objective rational-choice-theory based approaches seem difficult to implement was established. Additionally, interviews were conducted and by using grounded theory, the author found some key insights from current practise. Heuristics used by the interviewed managers can mostly be conceptualized as intuitive under the framework of behavioural marketing budgeting theories, and are widely used. Evidence for strong industry differences was also discovered. Finally, the use of choice-based heuristics to further sophisticate the process and to address the need for more objective decision- making criteria could potentially improve current practises.
How do you determine your spend on marketing programs? Do sales personnel have access to cash and/or are they given excessive marketing budgets? What percent of revenue to spend on marketing budgets? What is your marketing budget? How should marketing budgets be allocated? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Marketing Budget investments work better. This Marketing Budget All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Marketing Budget Self-Assessment. Featuring 949 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Marketing Budget improvements can be made. In using the questions you will be better able to: - diagnose Marketing Budget projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Marketing Budget and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Marketing Budget Scorecard, you will develop a clear picture of which Marketing Budget areas need attention. Your purchase includes access details to the Marketing Budget self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Marketing Budget Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
