Business Intelligence

Crunch Time For Marketing

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Executive Summary

Traditional wisdom has it that whenever a recession looms large, Marketing is one of the fist functions to suffer from budget pressures. In recent months there has been a renewed focus on effectiveness, efficiency and cost reduction across all businesses but especially in the Marketing function. Despite over 80% of CEO5 pinning their hopes on marketing as the key driver of organisational growth in a recent survey by Deloitte', the phenomenon of marketers being asked to slash budgets is now firmly back on the agenda. Companies that cut their marketing efforts now, with scant regard for their brands, will undoubtedly feel the effects on demand generation in the longer term.

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