Budgeting Priorities

 Budgeting Priorities

 

Look at the following article on marketing budget allocation and discuss the potential issues facing marketing managers. What do you think of the survey results? What criteria/metrics are used to evaluate budgeting priorities?

Burstein, D. (2014). Marketing Research Chart: How are marketing departments allocating budgets? Retrieved from https://www.marketingsherpa.com/article/chart/mark…

Module 5 – Background

Pricing and Marketing Plan Implementation

Bailey, C. D., Hair, J. F., Hermanson, D. R., & Crittenden, V. L. (2012). Marketing academics’ perceptions of the peer review process. Marketing Education Review, 22(3), 263-278.

Burnsed, B. (2009, July 23). In luxury sector, discounting can be dangerous. Businessweek.

Catan, T., & Trachtenberg, J.A. (2012). US warns Apple, publishers. Wall Street Journal,259:55(March 9):A1.

Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117-127.

Kumar, V. (2016). My reflections on publishing in Journal of Marketing. Journal of Marketing, 80(1), 1-6.

Rafi, M. (2011). Ditch the discounts. Harvard Business Review; 89 (1/2), 23-5.

Ratchford, B. T. (2009). Online pricing: Review and directions for research. Journal of Interactive Marketing, 23(1), 82-90.

Tadajewski, M. (2016). Academic labour, journal ranking lists and the politics of knowledge production in marketing. Journal of Marketing Management, 32 (1-2), 1-18.

Wiedmann, K., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B., & Reeh, M. (2010). Online distribution of pharmaceuticals: Investigating relations of consumers’ value perception, online shopping attitudes and behaviour in an e-pharmacy context. Journal Of Customer Behaviour, 9(2), 175-199. doi:10.1362/147539210X511362

Support