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How important is establishing the communication budget in a marketing communication strategy?

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It is very important to establish a quality communication budget as part of an effective marketing communication strategy. First off, allocation of corporate resources demands this function. Each department in a business enterprise receives financial resources to properly conduct their initiatives. A company must weigh which departments will receive how much, and combined this becomes the company's total operating budget.

Secondly, the communication budget is a guide to the head of the marketing communications department as to how much he or she can allocate to different communications activities....

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