search query: @author Pessemier, E. A. / total: 5
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| Author: | Kluyver, C. A. de Pessemier, E. A. |
| Title: | Benefits of a marketing budgeting model: Two case studies. |
| Journal: | Sloan Management Review
1986 : FALL, VOLL. 28:1, p. 27-38 |
| Index terms: | MARKETING COSTS BUDGETING COMPUTER TECHNOLOGY CASE STUDIES |
| Language: | eng |
| Abstract: | Marketing budgets are prepared for two principal purposes:planning and control. The same budget is not always the best for both purposes. From a planning perspective the marketing budget is the glue that holds the various parts of the marketing organization together. It serves to harmonize the company's strategy with its organization management and personnel and with the tasks that need to be performed to implement a chosen strategy. A computer -based budgeting model is evaluated. Such models generate more precise strategic thinking and more effective implementation of marketing plans. |
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