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Opinion piece: Time to take control? How to manage your own marketing resource allocation

Julian Berry, Journal of Direct, Data and Digital Marketing Practice Vol. 16, No. 2 ()
When it comes to how best to spend a marketing budget, marketers are probably not short of advice. Agencies, media planners, product managers, finance directors and channel managers can all try to influence their decisions and, in some cases, dogmatically state what is the ‘right’ approach. The question, however, is whether they are giving marketers the best impartial and objective advice—and how to know whether they are right or wrong. (6 pages)

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