Christine Moorman and Jennifer Veenstra have a piece in the Harvard Business Review explaining how to make a business case for marketing budgets. It contains very sensible advice that CMOs and other senior marketers should heed. Working With Finance Perhaps one of the most important themes in this work is the idea that marketers need…
Category: budgeting
The Role Of Budgeting In Organizations
One of the problems managers face with budgets is that budgeting has a variety of different roles. These roles can all be important but the roles sometimes conflict. Barrett and Fraser writing in the Harvard Business Review more than 40 years ago distinguished between three types of budgets: Capital (major investment planning), Financial (cash flow/bank…
Advertising Budgeting And Managerially Relevant Research
Academic research occasionally desires to be practical. Various journals therefore often have sections that allow for the reporting of the results of practical work with managers. The journals publish such studies even where there aren’t significant theoretical contributions. In the past the Marketing Science journal has published work under “Applications”. In this vein Doyle and…
