2nd May 2003

Insight Driven Marketing

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This report from Accenture, based on research among marketing heads in the UK and US, recommends a new approach to marketing designed to create more meaningful customer dialog and establish longer lasting, more profitable relationships.

The report discusses current marketing challenges, describes how executives are responding, and identifies the characteristics shared by companies with the most successful marketing practices. It also recommends the actions companies can take now to improve the operational effectiveness of their marketing function, and significantly increase return on marketing investment. By Patrick O Halloran, Todd R. Wagner, Theodore Ansusinha, Richard Lawrence, Kevin N. Quiring, Accenture

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