45. What marketing leads
Marketplace Growth Spending Performance Social Media Jobs Organization Leadership
• Stronger leadership on social media, brand,
Table 8.1 What Marketing and marketing research
Does in Companies Percentage of Companies
Using Marketing for Activity
• Less leadership on other strategic activities
Activity Aug-10 Aug-11
• Competitive intelligence
Positioning 78.6% 78.0%
• Market entry
Promotion 77.1% 79.3%
• New products
Brand 76.8% 81.1% • CRM
Marketing research 72.3% 78.0% • Sales
Social media 69.6% 75.6% • Innovation
Competitive intelligence 62.7% 56.1% • Targeting
Public relations 58.1% 58.5%
Lead generation 57.8% 58.5% • Maintaining leadership on other traditional
Market entry strategies 57.2% 51.2% marketing areas:
New products 51.2% 49.4% • Positioning
Customer relationship management 44.3% 39.0% • Promotion
Targeting/Market selection 41.0% 34.1% • Public relations
Sales 37.0% 33.5% • Lead generation
Pricing 35.8% 34.8% • Pricing
Innovation 33.4% 29.9% • Customer service
Customer service 25.0% 23.8%
Stock market performance 1.2% 0.0% • No leadership on managing stock market
performance
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