Chapter 11. Marketing Resource Deployment and Allocation—The Alloc Software
From previous chapters on advertising, sales force, and promotion, it should be clear that in many firms, the allocation of resources to these activities can be improved significantly. In this chapter, we describe and structure the general resource allocation problem that all marketers continually face. We discuss how to solve the problem conceptually using a simple example. We then show how a relatively simple Web-based software program can make this model practical and easy to use to help you improve the profitability of your resource allocation decisions for sales forces, advertising, promotion, and other marketing resources.
In most firms, the allocation of resources ...
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