The marketing manager needs to build a budget” which sets out all the planned investments and liabilities which are involved in the getting and retaining of profitable business.
Depending on how a company is organised, some of these costs may fall outside the direct responsibility of the commercial manager, and be under the control of a transport or IT department head. However, such transport and IT which is directly used for getting and retaining business, is of specific interest to the commercial manager as it is part of the overall cost incurred in producing income and the calculation of overall contribution and efficiency.
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