TITLE

DOING MORE WITH LESS

AUTHOR(S)
Halsall, Chris; Singer, Gary
PUB. DATE
January 2003
SOURCE
Marketing Management;Jan/Feb2003, Vol. 12 Issue 1, p30
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Companies have increased their marketing spending over the past decade, but the impact has failed to keep pace. Now, as we enter into what could be an expanded period of slower economic growth, organizations must learn to do more with less. This means managing marketing spending as both a cost and an investment. This article outlines three critical levers that can help marketers restructure their spending without diminishing their brands' presence with key customers.
ACCESSION #
8948862

 

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