Central FundingFeedback.png


Definition

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


References

  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.

NewComment.png
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the Add Discussion bar below.
Notes:
  • Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
  • If you would like to suggest a new marketing definition or have a general comment, please visit our home page.