Attn CFOs/CEOs: For best possible profit, install the Operational Income Statement (OIS) and replace the traditional budget 💲💲💲

Focus on what the depts do that adds value, their ACTIVITIES, and STOP focusing on their BUDGETS

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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