David Holtmann

Articles by David All articles by David

• Increase Your ROI With Zero-based Budgeting in Marketing: CPG on 01/27/2015
  

  Today's consumer packaged goods firms need the agility to redirect investment into growth-driving initiatives if they are to remain competitive amid volatile market conditions.

Comments by David All comments by David

• Increase Your ROI With Zero-based Budgeting by Till Dudler and David Holtmann (Marketing: CPG on 01/27/2015)
  

  Indeed, we are talking ZBB, whereby all costs from the Commercial side (e.g. Market Research, Brand Promotions, Creative and Production Agency, Packaging, POS, Merchandisers,…) but also processes how to plan, authorize and allocate budgets are ‘scrutinized’ in light of current and expected ROI, hence taking into account the changing environment.

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