by John Mariotti
October 13, 2010
I’ve been looking at marketing budgets for more years than I can count. One thing always gets my attention. Where the money is spent—and how it is spent. For many of those years I either was the one spending the money or the one who had to approve the expenses. I figured out that there [...]
by John Mariotti
January 7, 2010
The answer to this title’s question is, in a word, it’s HUGE! The marketing strategy must reflect and be and integral part of the company’s overall strategy, which is essentially, the CEO’s strategy. That said, the CEO must understand the marketing strategy to be comfortable that this is the case. This is not a trivial [...]
