Короткий опис(реферат):
The article discusses the approaches for marketing
budgeting of startups at a launch stage. There
is no single efficient approach to the generation
of a startup marketing budget. The selection of
the approach will depend on the unique characteristics
of the company and product, the target
audience and its geography, income, as well as
the source of funding (own funds, investor funds,
grants, loans, etc.). Marketing and advertising
costs in the budget of modern startups have
grown significantly over the past ten years due
to the following factors: platform consolidation,
competition on paid advertising channels, ad
blocking and the availability of marketing tools,
increased competition, and market saturation.
The article summarizes the recommendations
that will help to distribute the startup marketing
costs effectively. The proposed principles of
startup marketing budgeting should be adapted
to the conditions of the market environment and
the research results of the target audience.