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Marketing budget

Contain targets for both income and expenditure. They include sales targets that should be achieved by a certain date, in order to achieve the overall business and marketing objectives, as well as targets for expenditure on all the activities involved in implementing the marketing plan. Funds may be allocated for some or all the following: Research and development, Market research, Distribution and warehousing, Above and below the line methods of promotion, Sales force, Training and development of marketing staff, Equipment, fixtures and fittings. Budgets are generally produced annually, but for control purposes are usually broken down into monthly statements. For example, if the overall marketing objective for the year is to increase sales by 12%, then the marketing budget will show the monthly sales targets required to achieve this objective, as well as monthly targets for expenditure items.

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