August 2012
Intermediate to advanced
288 pages
8h 11m
English
Content preview from Complete B2B Online MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 12
The Overall Marketing Mix
We’ve introduced dozens of key online-marketing concepts in this book, as well as some of their inextricable offline counterparts. There’s one final trick, though: all this activity must come from one chief marketing officer’s budget. And in the past few years, many of those budgets have been stagnant or shrinking. Even if budgets had exploded, they are still only one source of funds spread out across many marketing bets. So, which bets get the bigger stakes?
Marketing mix is at the essence of the chief marketing officer’s dilemma. Like the many marketing options it includes, the term originated in the 1950s and is still evolving with the onset of all things digital, automated, or social.
Chapter Contents ...
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