Marketers struggling with changing customer expectations - study
A third of all marketing departments are performing badly due to inefficiency, inadequate funding and a failure to cooperate with other business units, according to a study.
As a result, a report entitled ‘Onward and Up – How Marketers are Refocusing the Front Office for Growth’ undertaken among 400 senior marketing executives in Europe, North America and Asia by Accenture revealed that many were finding it difficult to respond to changing customer expectations.
Although marketers three top strategic objectives were to improve operational efficiency, help the business boost profitability and respond effectively to change, some 21% were being held back by inefficient business practices.
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