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Costs of promotion activities are budgeted
Figure 7-13 Top-down versus bottom-up approaches to budget setting
Total promotion budget is approved by top management
Figure 7-13 Top-down versus bottom-up approaches to budget setting
Belch: Advertising and IV. Objectives and 7. Establishing Objectives © The McGraw-Hill
Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003
Marketing Promotional Program Communications Programs
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