... in fast‐moving consumer goods companies. This is because information collection and analysis is directed from too low down in the organization and consequently is directed at tactical and not strategic issues. Spectacular business success can occur when consumer information is understood and acted...

... the importance of this interrelationship. Reports on the results of a study of 41 fast moving consumer goods companies following a literature review of budgeting and marketing planning. The results show that there is a high degree of interaction between the marketing and finance departments. They also show...