How the best marketers do more with less ad budget
Pat LaPointe and Dave Reibstein
Why is it that 'do more with less' seems to bring out the very best in some companies, while others find it a struggle against a downward spiral? Is it a matter of culture? Leadership? Better tools?
While all those qualities have a role, none seems to be a prerequisite to positive outcomes. Based on observations from deep inside dozens of large marketing and finance organisations, there appear to be patterns associated with how doing more with less works better in some businesses...