What Are Marketing Managers Thinking

Their main priority is to obtain reliable measurements of return on investment in marketing.

Tuesday, March 17, 2009

The American Marketing Association and Duke University conducted a survey of 600 marketing executives from the United States and its results were published in eMarketer.com.

Among the most important results, the fact that the main priority of the customers is to get low prices, followed by higher quality products, is highlighted.

Respondents indicated that marketing investment will remain stagnant this year, and the biggest changes they will make are investing more in product launches, advertising on the Internet and reducing their spending on traditional advertising.

Christine Moorman, of Duke University, spoke about the general environment in the sector: "Executives are, in general, not very optimistic about the economic situation, but it's nice to see that pessimism has not increased. This could indicate that they think the worst is over or that they have adjusted to operate under adverse circumstances."



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