Using the competitive parity budgeting model

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Reference no: EM131535447

Powerade wants to increase its market share in the sports drink industry from 23 share points to 27 share points. Currently, the total sports drink marketing effort totals $40,000,000. Using the competitive parity budgeting model, how much additional money (over and above a market share maintenance budget) must Powerade spend in order to achieve its goal?

Reference no: EM131535447

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