Allocating marketing dollars can seem like an arduous and even dicey process to decide how much to spend annually and on what. For some, it’s the autopilot response of last year’s budget, plus 3 to 5 percent. For others with limited marketing dollars, it can mean the equivalent of putting all one’s eggs in a single basket.
These are examples of the extremes, but not altogether unheard of in marketing.
But, all the same, there are effective ways to plan, allocate and intelligently spend marketing dollars on your business. Each involves a step backward from the narrow framework of the budget while
