Marketing bosses urged to adopt a strategic approach to innovation
Nearly half of all marketing bosses would only give their organisations six out of 10 or below for marketing innovation because their strategies are reactive rather than proactive and lack ambition.
In a study entitled ‘Define Your Marketing Innovation Strategy’, Mary Beth Kemp, report author and vice president at Forrester Research, warned that most marketing organisations are falling down in terms of innovation because they are simply reacting to rather than driving changes in consumer behaviour - despite the new opportunities offered to them by new technology.
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