How to Use the Budget Better
Deciding how much to budget for communications is an under-exploited field of expertise: but the rules are well known, even if rarely applied. How to divide up the budget once youve got it is the real key to operational success or failure.
The marketing budget is a substantial part of most companies operating costs, and much of it, traditionally, has gone on advertising (however defined).
The actual process of setting budgets has for many years remained, in most companies, an arcane form of guesswork, negotiation and the application of ancient rules of thumb. The...