By Phil Rumbol
There’s been a lot of discussion in the marketing press recently following Unilever’s announcement that it is going to adopt zero-based budgeting (ZBB). Marketing Week columnist Mark Ritson described most of this commentary as “total bollocks” and then went on to extol the virtues of ZBB theory as taught to MBA students. To paraphrase, “the marketing team do their research, construct their marketing plan and conclude it with a budget in which they ask for a certain amount of investment and promise a specific return for that investment.” So far so good. He then goes on to Read full story ›
Source: Marketing Week