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Bottom-up Approach
A method of marketing budget allocation that begins by analyzing individual customer segments and behaviors to optimize the marketing mix for each segment.
Implications
A planning or forecasting method where decisions are made starting from the lower levels of the hierarchy, using detailed information from front-line employees or operations.
Example
Example: A company uses a bottom-up approach to set sales targets by aggregating estimates from individual sales teams across different regions.
Related Terms
Different from the top-down approach, where decisions and targets are set by senior management and then communicated downward.
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