4. Marketing and cash flow

4.1 Investments and costs related to marketing decisions

Research, development, design, specific industrial resources, marketing, promotion, advertising, after-sales service, stock and discontinued references should form a cost chain whose logic is orchestrated, in a forward-looking way, by marketing.

Torn between the risks of immobilism (i.e. not renewing the offer enough or at all) and activism (renewing it too quickly), marketing needs to take responsibility for these expenditure items, whose initial decision generates a cascade of consequences that are impossible to halt over years of operation.

To do this, these dimensions need to be integrated into the marketing decision-makers' dashboard.