What types of information does the manager need to collect in ...

[lbcchick]

What types of information does the manager need to collect in order to guide the budget decision making?

Question 2

Why do many marketing communications managers resort to the previous-budgeting method?

[Brenm]

Answer to Question 1

The manager needs to gather information about organizational, market, product, and customer factors and then analyze the information to guide budget decision making.

Answer to Question 2

Many marketing communications managers in large companies that have rich and long histories tend to rely on tradition. They do not want to rock the boat.. They think that there is a good reason that the company has spent certain amounts of money on marketing communications in the way it did in the past.

[lbcchick]

Excellent

[Sarahjh]

Thanks for the timely response, appreciate it