E-commerce Insights: Multichannel Planning Is a Complex Endeavor
How to effectively mix the old (print) with the not-so-old (e-commerce)
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Build a planning P&L statement based on these goals. Usually, a marketing P&L stops at marketing contribution since marketing typically isn’t held accountable for fixed costs and overhead. If your margin doesn’t vary greatly across your marketing efforts, this planning P&L effectively helps you understand the trade-off between marketing expense and resulting sales.
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Alan Rimm-kaufman
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