Also from David Biernbaum...
DAVID BIERNBAUM & ASSOCIATES
David Biernbaum Web Site:
Very educational for CPG companies! (URL)
November 14, 2012
Your CEO just rejected another proposal that could increase revenue on the grounds that the marketing investment was too great. What are you to do? What are some strategies marketing professionals can use to get the green light from senior management on marketing investments? [more...]
Great brands view marketing as an investment, not an expense. I have never been able to figure out how CEOs think that by cutting back on marketing, advertising, and public relations, that somehow their brand's business will grow? How so?