Attn CFOs/CEOs: To determine best possible profit, install the Operational Income Statement (OIS)!!

Then, with every new forecast, OIS identifies any profit opportunity not in the current budget

Home » Current marketing communications budgeting (MCB) best practices

Current marketing communications budgeting (MCB) best practices

Marketing Communications, 15th edition, 2022, pages 551-557.

Kotler Article 2020

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