Articles

7.2.2011 Marketing structures evolve

Many major brand owners are attempting to modify their marketing structures and strategies, reflecting a shift in priorities after the downturn. Celerant Consulting and research group The Economist Intelligence Unit surveyed 288 business leaders, and found a transition was seemingly underway.

"Apparently, executives are leaving the preoccupations of surviving the downturn behind," they argued. Overall, 56% of respondents representing consumer goods specialists reported competitive and cost pressures were fuelling this process, measured against 51% hoping to boost market share. Another 44% cited stimulating demand through creating new, better or different products, while reducing internal complexity logged 37%.

Looking specifically at marketing and sales, 41% of contributors undertook modernisation efforts in 2010, making this the most commonly-effected division, with figures even hitting 60% among manufacturers. Supply chains and procurement registered 26%, IT posted 24% and R&D delivered 22%, ahead of customer service's 14%, the same score as those pursuing company-wide transformation.

B.L. 7.2.2011