How Much Firms Spend on Marketing
The August 2011 CMO Survey reported that companies spend, on average, approximately 10% of their overall budgets on marketing. That figure is up from February 2011 where it was reported to be 8.1%. Using a
A Passage to India: Notes on Marketing
The CMO Survey reported that India will be the focus of the most dramatic increases in U.S. company sales revenues in international markets during the next 12 months. India’s economic boom, growing per-capita income, and
How and Where Do Your International Markets Grow?
The CMO Survey asks top marketers what percentage of their company sales comes from international markets. Analysis of this question over time indicates that this percentage increased from 19.3% in August 2010 to 24.7% in
Why Have a Marketing Function if Your Company is Market-Oriented?
As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing
How to Invent a Marketing Function
Studying organizations over the years, I have found that new marketing leaders often join companies that have only the beginnings of a marketing function. Facing such a situation, how do you invent a marketing function?