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Central funding refers to the practice of funding all marketing investments from a single source, which releases funding based primarily upon the likelihood of success against the common financial metric.[1] For example, if digital, experiential, regional, and/or retail marketers each receive funding from different sources, this would suggest a marketing team that is not well governed.[2]

See also


  1. ^ Willard, John. Continuous Improvement in Return (CIR): Project Review & Status. MASB Summer Summit, August 2016, Atlanta.
  2. ^ O'Keefe, J. Continuous Improvement in Return (CIR). MASB Summit, August 2015.

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