We were deep into the Great Recession, more businesses than not were scrambling to survive in the face of vastly changed fortunes, and it was more difficult than ever before to disabuse non-marketing senior management of their conviction that marketing is a cost center, not an investment.
You approach your boss to propose a marketing move that will cost the company a pretty penny.
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But the company, which today has more than 50 million users, has since accepted that offering free accounts is a legitimate marketing cost, said Sujay Jaswa, Dropbox's head of business development.
At least some portion of the cost on these products, Whitman said, was booked as a marketing expense, not as cost of goods sold.
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If you make a mistake in your marketing strategy, it's going to cost you a lot of money.
The second reason is that if you can track the success of advertising, especially if you can follow sales leads, then marketing ceases to be just a cost-centre, with an arbitrary budget allocated to it.
That stunt cost a tiny sum in marketing terms, but earned the company huge traffic from Digg's record-industry-hating users.
Even with the daily protestations that marketing is an investment and not a cost, in deference CMOs know their media budget is second or third on the capital expenditure list, and disconsolate CFOs are struggling to bring down overhead.
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And in my opinion, the cost to do so is a steal when you compare that cost against other channels of marketing.
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The cloud provides a low-cost way for engineers, product developers and even marketing folks to experiment with new ideas and test their feasibility within a short timeframe so that they can quickly move forward with successful ones.
These days, however, most college bowl game partners generally take neither a cost-effective nor creative marketing approach.
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In the past four years, AstraZeneca ( AZN), Pfizer ( PFE), Eli Lilly ( LLY), Bristol-Myers Squibb ( BMY) and Forest Labs ( FRX) have all settled federal charges of marketing psychoactive drugs off-label, at a cost running into hundreds of millions.
The cost and integration time of marketing automation tools vary on a case by case basis.
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To compete both on cost and marketing, big car firms have had to squeeze a variety of new models onto ever fewer basic chassis and engine designs.
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We concentrate on manufacturing, where we have a cost advantage, and they do the marketing, whereby they help us take it to other emerging markets and the developed world.
In that plan, I explained why I think fast-tracking Justice League is a mistake that will cost the project important marketing positions and anticipation, and will put the success of all other solo franchises at the mercy of Justice League, leaving little room for mistakes.
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There, a programme called Factor helps acts with everything from the cost of fuel for a tour van to major international marketing campaigns.
Furthermore, it cost Boise millions of dollars in free marketing and exposure from being a part of a much more visible college bowl game.
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With about half of that take going to theater owners and the cost of marketing the movie added in the film was not a hit.
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Eventhese sales struggle to cover the cost of referred customer acquisitions through discounts or adwords marketing has been a huge bleed for the e-commerce companies.
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Digital marketing and digital disruption affords a speed, a real-time use with lesser cost for marketers.
Other advantages to the franchisee include cost savings from the bulk buying capacity of a large operation, and the marketing benefits of central advertising and promotion of the business.
Ms. Eisen, president of New York-based home-staging company Interior Marketing Group, said she buys most of the furnishings at a fraction of their retail cost through websites like Craigslist and secondhand stores.
But 10% actually lowballs the true cost of such plans to the taxpayer, because insurers use a variety of marketing tricks to skim the healthiest beneficiaries from the Medicare pool with perks such as gym memberships.
Last spring E-Trade, whose supermarket is still tiny, disquieted higher-cost rivals by announcing it would rebate up to half of the 12b-1 marketing fees (a component of some expense ratios) and other supermarket charges to customers.
It has a low cost base and support from British Airways in key areas such as sales and marketing.
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Use of software like Marketo is done on a longer term, but the cost can be ratcheted up or down based on how much marketing activity is flowing through.
The cost is moderate enough that the school always fills open slots by word of mouth with no marketing, not even a website, says Moore.
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