Marketing budgets as a percent of overall firm budgets and as a percent of firm revenues are both on the rise as noted in my prior post. Why are firms spending more on marketing? Here
Results from The CMO Survey™ (August 2012) contain three indicators that marketing spend is on the rise in companies. First and the weakest, CMOs reported that marketing spend is expected to grow by 6.4% in the
This post was co-authored with Matthew P. Manary, Ph.D. Candidate, Fuqua School of Business, Duke University. In addition to studying product-market strategies for company growth, I have also been asking CMOs how they use a set
The saying “a slow boat to China” means something that takes way too long to accomplish. More and more, however, that expression doesn’t match reality. The Chinese market is an increasingly attractive market for U.S.
The August 2012 CMO Survey finds that company growth strategies will take on more risk in the coming year. Looking at Table 1, we can see that there two types of risk familiar to marketers—targeting