This is a nice artcial. There are a lot approaches for allocating the budget effeciently we learned from IMC like margin calculating and sales results counting. However, this article reminds me the basic components of allocating a budget or fund. Firstly, it mentions foundation. Foundation is a core that involves changes in products, tecnologies and consumer behaviour. The article looked at the benefits to a business and IMC by utilising a budget, such as it helping coordinate activities of the organisation by compelling managers to examine relationships between their own operation and those of other departments.The essential purposes of budgeting is to basically control resources, motivate, communicate plans to various responsibility groups.
The article understands that businesses work on a budget and that to achieve IMC, often you will limited resources like money to achieve what you truly want
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