ABSTRACT
This chapter talks about marketing and communication manager needs and addresses some of the four questions regarding budgeting for customer-brand relationship. The customer-brand relationship approach uses the returns of current fiscal year to define short-term returns and periods longer than the current fiscal year to define the long-term value. The chapter provides a brief overview of how the long-term value of a customer might be determined with the understanding of a few data-rich, progressive organizations. The delivery systems believes the task of reaching, touching, and influencing customers and prospects is probably the most challenging job, the marketers facing today. The primary item needed to develop a rational, supportable budgeting approach is the addition of a closed-loop investment system. The final part of the chapter is devoted to a process that will allow the marketing and communication manager to determine what level of expenditure should be made and how that level can be connected to the measurement sections.
