February 2011
Beginner to intermediate
304 pages
5h 24m
English
Content preview from The Marketing Plan, 4th EditionBecome 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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7 Calculating Your Marketing Communications Budget
Some consultants or authors recommend that in certain industries, you dedicate a particular percent of sales for your marketing communications budget. I believe this is bad advice; you should not be spending the same amount as your competitors. In those markets that you are pushing, you should be spending more and in those markets where you are harvesting, you should be spending less. For example, your budget should be tied to your plans relative to market share objective, number of new products or services, market growth, plant or facility utilization, amount of sales transaction, importance to customer, premium or discounted pricing, relative quality, depth of line, and a standard versus custom ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.