Build your business on the back of culture No-one in business wants to spend any more than is absolutely necessary on marketing. At the same time, everyone in business wants to maximise sales and, ultimately, profitability. Sometimes, these objectives appear to conflict with the aim of reducing marketing and advertising expenditure. They may even be […]

Build your business on the back of culture No-one in business wants to spend any more than is absolutely necessary on marketing. At the same time, everyone in business wants to maximise sales and, ultimately, profitability. Sometimes, these objectives appear to conflict with the aim of reducing marketing and advertising expenditure. They may even be seen as a sure way of reducing sales.This is the second in a series of 5 thoughts examining this perceived conflict and outlining action that can be taken to reduce marketing and advertising expenditure without impacting sales. Apple, the world’s largest technology company, spends US$1 billion (approximately 0.5%) of its US$200 billion turnover on advertising. Telstra, Australians largest technology company spends A$330 million (approximately 1.17%) of its A$28.2 billion turnover on advertising. Setting aside the currency variation it is clear that the relative expenditure of Telstra is much greater than that of Apple. Zara, the…