Blattberg and Deighton (1996) argue that rather than merely allocating marketing budgets according to variables such as media selection, future managers must split the budgets on the bases of
A) sales and marketing needs.
B) TV, PR.
C) branding, selling.
D) customer acquisition, customer retention.

Question

Quizplus · Accepted Answer

Blattberg and Deighton argue that marketers should allocate budgets based on the objectives of customer acquisition and retention rather than just choosing media options or focusing on branding versus selling. This approach helps to ensure that marketing efforts are focused on both acquiring new customers and retaining existing ones. Blattberg and Deighton (1996) argue that rather than merely allocating marketing budgets according to variables such as media selection, future managers must split the budgets on the bases of customer acquisition and customer retention.

Blattberg and Deighton (1996) Argue That Rather Than Merely Allocating