Look at the following article on marketing budget allocation and discuss the potential issues facing marketing managers. What do you think of the survey results? What criteria/metrics are used to evaluate budgeting priorities?
Burstein, D. (2014). Marketing Research Chart: How are marketing departments allocating budgets? Retrieved from https://www.marketingsherpa.com/article/chart/mark...
Module 5 - Background
Pricing and Marketing Plan Implementation
Bailey, C. D., Hair, J. F., Hermanson, D. R., & Crittenden, V. L. (2012). Marketing academics' perceptions of the peer review process. Marketing Education Review, 22(3), 263-278.
Burnsed, B. (2009, July 23). In luxury sector, discounting can be dangerous. Businessweek.
Catan, T., & Trachtenberg, J.A. (2012). US warns Apple, publishers. Wall Street Journal,259:55(March 9):A1.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117-127.
Kumar, V. (2016). My reflections on publishing in Journal of Marketing. Journal of Marketing, 80(1), 1-6.
Rafi, M. (2011). Ditch the discounts. Harvard Business Review; 89 (1/2), 23-5.
Ratchford, B. T. (2009). Online pricing: Review and directions for research. Journal of Interactive Marketing, 23(1), 82-90.
Tadajewski, M. (2016). Academic labour, journal ranking lists and the politics of knowledge production in marketing. Journal of Marketing Management, 32 (1-2), 1-18.
Wiedmann, K., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B., & Reeh, M. (2010). Online distribution of pharmaceuticals: Investigating relations of consumers' value perception, online shopping attitudes and behaviour in an e-pharmacy context. Journal Of Customer Behaviour, 9(2), 175-199. doi:10.1362/147539210X511362