![How Nimble CMOs Invest Their Marketing Budgets](/summary-img/42527-KPWC7Y00.jpg?h=M&b=0)
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Imagine your company’s chief marketing officer presenting a plan for the annual marketing budget and sticking to it. Constant shifts in technology and the perpetual evolution of your customers’ preferred media sources require a more complex approach to marketing, and recognition that the marketing budget isn’t a line-item expense – it’s an investment, and should be managed as such. The Boston Consulting Group offers tips for marketing investments in this special report.
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About the Authors
Jessica Apotheker, Wei Han, David Ratajczak, Thomas Recchione, Neal Rich and Ray Wu are professionals with the Boston Consulting Group.
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