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Making Lemonade From a Squeezed Lemon--Get More Juice From Your Marketing Budget. IvoryRiver Group, www.ivoryriver.com

March 26, 2009

Analysis of:Maximizing Marketing Budget During Hard TImes | www.ivoryriver.com

Some ways senior marketers can generate more value with a smaller budget: 1) align the marketing agenda with the company's overall objectives--growth, retention, innovation; 2) apply appropriate metrics--find out what leadership values and reverse-engineer functions to reduce fixed costs (salaries) and outsource non-core functions; 4) audit communications and introduce discipline by reducing duplication and complexity.

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