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Mondelez Says 'Zero Based Marketing' Already Bringing Results

Mondelez International says the recently introduced cost-focused demands on marketers are already yielding benefits as lower advertising costs and overheads offset lower revenues in its latest quarter. The snacks maker has been prepping senior marketers to make sustainable cost reductions since February. The process, dubbed zero-based budgeting (ZBB), encourages those marketers to pull funds from costs that have no direct impact on sales to feed into areas such as packaging and innovation.

Read the whole story at Marketing Week »

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