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BtoB

Survey finds marketers are prime candidates for business leadership

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New York—Marketing will be the most important area of expertise for the next generation of business leaders, according to a survey of senior executives in the U.S. commissioned by the Institute of International Research.

Twenty-nine percent of 1,300 executives polled said marketing is the most important expertise a business leader can have. Next highest was operations expertise, cited by 22% of respondents.

Fourteen percent said financial expertise is key, while sales and engineering each garnered 8% in the survey.

—Carol Krol

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