Fueling the Growth Engine: Putting More Marketing Dollars to Work

Concealed within the marketing spend that builds brand and drives equity, affinity and ultimately consumption are many non-core, non-strategic expenses - from unexplained and unsupported service fees and charges to portions of non-working media that are being sunk into inefficient third party marketing operations. Left unchecked and unmanaged, these expenses can spiral out of proportion with consumer-facing activities and going market rates, or continue increasing year after year.

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