The end of averages for marketing budgets

• Verfasst von: Tavassoli, Nader T. [VerfasserIn]
• Verfasst von: Moorman, Christine [VerfasserIn]
• Titel: The end of averages for marketing budgets
• Verf.angabe: Nader Tavassoli, Christine Moorman
• Ausgabe: [First edition].
• Verlagsort: [Place of publication not identified]
• Verlag: MIT Sloan Management Review
• Jahr: 2023
• Umfang: 1 online resource (5 pages)
• Fussnoten: Reprint #65234. - Includes bibliographical references
• Datenträger: Online-Ressource
• Sprache: eng
• Sach-SW: Marketing ; Gestion
• Sach-SW: Gestion budgétaire
• K10plus-PPN: 1877295728
• K10plus-PPN:
  Universitätsbibliothek
• Lokale URL UB: Zum Volltext
• Lokale URL UB: Bibliothek der Medizinischen Fakultät Mannheim der Universität Heidelberg
• Bibliothek/Idn: UW / m4448059685
• Lokale URL Inst.: Zum Volltext

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.