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Is Zero-Based Budgeting Right for Your Brand?

By ekazda

By Mitch Duckler
As featured in AMA blog Elevate


b63f6a41b423b085771981a4283ab62a-american-marketing-association-signals-transformation-with-launch-of-new-brand-identity-ama_lockup1_black.jpg  In today's environment, brands not only have to compete effectively against known competitors, but also must be prepared for the invisible and not yet created market trends, so how do established brands prepare for such a marketplace? Companies should consider the following before deciding if a zero-based budgeting strategy is right for them...

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