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Author : Clarence E. Eldridge
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.0/5 ( download)
Download or read book The marketing budget and its allocation written by Clarence E. Eldridge and published by . This book was released on 1966 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Nigel Piercy
Publisher : Routledge
ISBN 13 : 1317652770
Total Pages : 543 pages
Book Rating : 4.3/5 (176 download)
Download or read book Marketing Budgeting (RLE Marketing) written by Nigel Piercy and published by Routledge. This book was released on 2014-09-15 with total page 543 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
Author : Jens Rolf Maier
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (535 download)
Download or read book A Decision Support System for Allocation of the Marketing Budget to Products, Segments and Promotional Tools written by Jens Rolf Maier and published by . This book was released on 1989 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Mr.Jack Diamond
Publisher : International Monetary Fund
ISBN 13 : 9781557757876
Total Pages : 84 pages
Book Rating : 4.7/5 (578 download)
Download or read book Guidelines for Public Expenditure Management written by Mr.Jack Diamond and published by International Monetary Fund. This book was released on 1999-07-01 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt: Traditionally, economics training in public finances has focused more on tax than public expenditure issues, and within expenditure, more on policy considerations than the more mundane matters of public expenditure management. For many years, the IMF's Public Expenditure Management Division has answered specific questions raised by fiscal economists on such missions. Based on this experience, these guidelines arose from the need to provide a general overview of the principles and practices observed in three key aspects of public expenditure management: budget preparation, budget execution, and cash planning. For each aspect of public expenditure management, the guidelines identify separately the differing practices in four groups of countries - the francophone systems, the Commonwealth systems, Latin America, and those in the transition economies. Edited by Barry H. Potter and Jack Diamond, this publication is intended for a general fiscal, or a general budget, advisor interested in the macroeconomic dimension of public expenditure management.
Author : J. Ford Laumer
Publisher :
ISBN 13 :
Total Pages : 8 pages
Book Rating : 4.3/5 ( download)
Download or read book Learning about Your Market written by J. Ford Laumer and published by . This book was released on 1979 with total page 8 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jae K. Shim
Publisher : John Wiley & Sons
ISBN 13 : 0470454350
Total Pages : 450 pages
Book Rating : 4.4/5 (74 download)
Download or read book Budgeting Basics and Beyond written by Jae K. Shim and published by John Wiley & Sons. This book was released on 2008-12-03 with total page 450 pages. Available in PDF, EPUB and Kindle. Book excerpt: If the very thought of budgets pushes your sanity over the limit, then this practical, easy-to-use guide is just what you need. Budgeting Basics and Beyond, Third Edition equips you with an all-in-one resource guaranteed to make the budgeting process easier, less stressful, and more effective. Written by Jae Shim and Joel Siegel, the new edition covers Balanced Scorecard, budgeting for nonprofit organizations, business simulations for executive and management training, and much more!
Author : Huijun Chen
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (139 download)
Download or read book Multichannel Advertising written by Huijun Chen and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Problem definition: This paper explores budget allocation strategies for a multichannel ad campaign, where a marketing agency strives to maximize the total conversions by dynamically adjusting budget allocation over marketing channels. A salient feature of the problem is the interplay of spillover and carryover effects; namely, customers are exposed to ads through multiple channels, thus ads from one channel affect the effectiveness of the subsequent ads from other channels. Methodology/results: We construct a simple model that captures the essential features of this problem. Our theoretical analysis yields two main insights. First, motivated by common practice based on the last-click attribution method, we examine a class of budget allocation policies that are oblivious to the spillover and carryover effects. If the agency decreases the budget on a channel based on past low conversions, while neglecting to account for the fact that the ads from that channel induced conversions through other channels, then the conversions from that channel will decrease. Consequently, the agency will further decrease the budget on the channel. This pattern repeats, eventually leading to suboptimal performance in the long run. Second, we derive a fluid approximation to consumer dynamics across multiple channels, which lends itself to characterizing structural properties of optimal dynamic budget allocation policies that internalize the cross-channel interactions. To enable practical implementation, we propose a static budget allocation policy that is both tractable in practice and near-optimal for long campaigns. Managerial implications: Our theoretical results provide normative guidance for budget allocation in multichannel ad campaigns. We illustrate the efficacy of our proposed method through a numerical study based on data from an online multichannel ad campaign.
Author : Simon Broadbent
Publisher :
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.3/5 ( download)
Download or read book The Advertising Budget written by Simon Broadbent and published by . This book was released on 1989 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Tong Wang
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)
Download or read book Machine Learning Driven Campaign Budget Allocation written by Tong Wang and published by . This book was released on 2020 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Evaluating the returns to marketing spending and designing optimal budget allocations have been challenging tasks for businesses. New data availability and novel machine learning methods provide new opportunities to significantly improve such decisions. The goal of this paper is to prescribe the optimal marketing budget allocation for a major shopping mall chain, specifying the timing, content, and budget allocated to different campaigns. We use a unique daily-level dataset on customer traffic and campaigns across 25 malls during a two-year period for the analysis. Then we propose a novel machine learning model, generalized additive model with a neural network term to learn the relationship between campaign budget and customer traffic. We classify the campaigns into different categories based on customer intentions, sales incentives, experience incentives, and online promotion conflicts and compare the ROI for each category. Results indicate that during the off-season, campaigns with experience incentives lead to larger increases in customer traffic than campaigns with sales incentives only; during the peak-season, campaigns with both incentives have similar impacts on customer traffic as those with experience incentives only. In addition, we find that malls can piggyback on online shopping promotion events and boost customer traffic with sufficient marketing spending in the same period. We further compute an optimal budget allocation scheme based on the prediction results. The optimization step yields an additional insight that malls should reduce budget during the peak-season and increase budget during the off-season to avoid over-marketing. Overall, we estimate that holding the total budget fixed, malls are expected to see an 11% increase in ROI from implementing the budget optimization.
Author : Jens Maier
Publisher :
ISBN 13 :
Total Pages : 668 pages
Book Rating : 4.:/5 (15 download)
Download or read book A Decision Support System for Allocation of the Marketing Budget to Products, Segments and Promotional Tools written by Jens Maier and published by . This book was released on 2018 with total page 668 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Harvard Business Review
Publisher : Harvard Business Review Press
ISBN 13 : 1422189880
Total Pages : 217 pages
Book Rating : 4.4/5 (221 download)
Download or read book HBR's 10 Must Reads on Strategic Marketing (with featured article ÒMarketing Myopia,Ó by Theodore Levitt) written by Harvard Business Review and published by Harvard Business Review Press. This book was released on 2013-04-02 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: • Figure out what business you’re really in • Create products that perform the jobs people need to get done • Get a bird’s-eye view of your brand’s strengths and weaknesses • Tap a market that’s larger than China and India combined • Deliver superior value to your B2B customers • End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR’s 10 Must Reads: The Essentials HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Teams
Author : Laura Patterson
Publisher : Violetear Press
ISBN 13 : 9780971008625
Total Pages : 228 pages
Book Rating : 4.0/5 (86 download)
Download or read book Fast-Track Your Business written by Laura Patterson and published by Violetear Press. This book was released on 2020-01-28 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans.
Author : John H. Murphy
Publisher :
ISBN 13 : 9781524992835
Total Pages : 602 pages
Book Rating : 4.9/5 (928 download)
Download or read book Integrated Brand Promotion Management written by John H. Murphy and published by . This book was released on 2019-09-30 with total page 602 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : George Solon Low
Publisher :
ISBN 13 :
Total Pages : 55 pages
Book Rating : 4.:/5 (464 download)
Download or read book Brand Managers' Perceptions of the Marketing Communications Budget Allocation Process written by George Solon Low and published by . This book was released on 1998 with total page 55 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gini Dietrich
Publisher : Pearson Education
ISBN 13 : 078974886X
Total Pages : 165 pages
Book Rating : 4.7/5 (897 download)
Download or read book Spin Sucks written by Gini Dietrich and published by Pearson Education. This book was released on 2014 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: Go beyond PR spin! Master better ways to communicate honestly and regain the trust of your customers and stakeholders with this book.
Author : Natalie Mizik
Publisher : Edward Elgar Publishing
ISBN 13 : 1784716758
Total Pages : 713 pages
Book Rating : 4.7/5 (847 download)
Download or read book Handbook of Marketing Analytics written by Natalie Mizik and published by Edward Elgar Publishing. This book was released on 2018 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
Author : Gerardus Blokdyk
Publisher : 5starcooks
ISBN 13 : 9780655815631
Total Pages : 308 pages
Book Rating : 4.8/5 (156 download)
Download or read book Marketing Budget A Complete Guide - 2019 Edition written by Gerardus Blokdyk and published by 5starcooks. This book was released on 2019-07-07 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do you determine your spend on marketing programs? Do sales personnel have access to cash and/or are they given excessive marketing budgets? What percent of revenue to spend on marketing budgets? What is your marketing budget? How should marketing budgets be allocated? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Marketing Budget investments work better. This Marketing Budget All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Marketing Budget Self-Assessment. Featuring 949 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Marketing Budget improvements can be made. In using the questions you will be better able to: - diagnose Marketing Budget projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Marketing Budget and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Marketing Budget Scorecard, you will develop a clear picture of which Marketing Budget areas need attention. Your purchase includes access details to the Marketing Budget self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Marketing Budget Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
