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When developing your digital and direct marketing plan, you calculated the necessary appropriation (also called a
When developing your digital and direct marketing plan, you calculated the necessary appropriation (also called a
budget) using the objective-and-task approach. Specifically, you determined the objectives for your digital and direct marketing plan, you identified the tasks necessary to accomplish the objectives, and you calculated the costs of those tasks. Unfortunately, this resulted in a figure that is grossly more than the firm can afford to spend in the coming year and there is no way the money can be obtained. Given that your budget is so out of line with current resources, what do you do?
