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12min chapter
How To Create A Winning Marketing Plan For 2024 (Masterclass) (#182)
Marketing Against The Grain
Budgeting in Marketing Plans
This chapter discusses the importance of budgeting in marketing plans and emphasizes the need for a holistic approach. It explores the concept of zero-based budgeting and encourages healthy debates and arguments during the budget allocation process. The chapter also addresses the allocation of marketing budgets, including the ideal distribution of demand generation and the importance of investing in core marketing channels.
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