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- 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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