Q1 2012 Trends in Marketing Management
I spent the entire first quarter meeting with various MarComm executives to understand how their plans for 2012 had evolved since their September planning sessions. The bottom line that I took away is that marketing is getting serious again.
As trade associations lay out their strategic plans for 2012, most will have the same goal – to increase the size of the membership and to increase the rate of renewal. At its core, this is the same mission of a brand manager at a consumer goods company – to create new customers while increasing the loyalty of existing customers.
Why then are the marketing plans so different?
Contract # GS-07F-0132W
SINs 541-1, 541-2, 541-4A, 541-4B, 541-4C, 541-4G, 541-5
Through December 14, 2014