Setting the marketing budget

This is an introductory piece to three articles on marketing budgets. It lists fifteen ways in which budgets may be set from 'rule of thumb' on the one hand, to 'media weight tests' on the other.

Setting The Marketing Budget

About this time of year, many marketing departments, and their associated agencies, are putting together brand plans and budgets for the next calendar year. To coincide with this stage in the business planning cycle,...