What is the distinction between top-down (TD) and bottom-up (BU) budgeting? Why is BUTD used in companies

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What is the distinction between top-down (TD) and bottom-up (BU) budgeting? Why is BUTD used in companies that are more marketing oriented, whereas TDBU is found more frequently in finance-driven companies?

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Advertising Promotion And Other Aspects Of Integrated Marketing Communications

ISBN: 9781111580216

9th Edition

Authors: Terence Shimp, Craig Andrews

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Question Posted: Aug 08, 2015 06:37 AM

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What is the distinction between top-down (TD) and bottom-up (BU) budgeting? Why is BUTD used in companies

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TD budgeting is used when senior management decides how much each su...View the full answer

Advertising Promotion And Other Aspects Of Integrated Marketing Communications

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