Securing resources in a time of budget scarcity

Marketers and agencies need to make tangible, fact-based arguments to win campaign resources at a time of unpredictable corporate cash ...

Marketers and agencies need to make tangible, fact-based arguments to win campaign resources at a time of unpredictable corporate cash reserves. John Bradley and Carrie Bradley show how different mindsets – in particular, financial literacy and business strategy – along with a holistic view of communications effectiveness are now essential for marketing to retain its voice in C-Suite decision-making.

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