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How much can you afford to spend on marketing?

Marketing plan, marketing budget{{}}

How do you decide how much money to spend on marketing? Do you view it as an expense or an investment? Drayton Bird looks at marketing spend and asks, how much is a customer worth to you?

Expert advice

"Establishing the right recruitment strategy is essential. The approach that I follow comes from Rita Bailey, formerly of Southwest Airlines in the USA. Bailey has a simple mantra: Hire for attitude; fire for attitude."

The importance of recruiting the right staff

Marketing case study

Ian Brodie case study{{}}

Business development expert, Ian Brodie, swapped a traditional, corporate website for a content-rich site full of useful advice. His strategy paid off and he is reaping the rewards, as Sonja Jefferson explains.

More marketing case studies

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