Marketing is working more closely with the CEO and getting more engaged in big investments, finds a joint Marketing2020 study by the Association of National Advertisers (ANA) and EffectiveBrands. Based on the responses of 250 CMOs and more than 10,000 marketers across 92 countries, the study indicates that 58% believe that marketing works closely with the CEO on business strategy. That’s up from 38% in a comparable study conducted in 2006 by Booz Allen Hamilton.
Moreover, 33% of respondents claim that marketers approve large growth-oriented investment decisions, also up significantly, from 19% of respondents to the 2006 study. Read the rest at MarketingCharts.
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