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Global marketing seen rising in 2003

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[london] Modest growth of about 3.3% in marketing expenditure is coming in 2003, according to a London Business School survey of 700 marketers. The survey was financed by Havas and covers five countries that represent 65% of the world's marketing expenditures: the U.S., Japan, the U.K., France and Germany. American and British marketers were the most optimistic, citing planned increases in 2003 marketing expenditures of 4.4% and 5.3% respectively, compared to just 1.3% in Germany and a decline of 1.5% in Japan. Despite the slump in online advertising, marketers cited interactive marketing as the area of biggest expansion, although from a significantly smaller base than other media. "Interactive marketing isn't just Internet advertising," said Patrick Barwise, the London Business School professor who directed the study (london.edu/marketing). "It's mostly about Web sites and e-mail and is beginning to be about new media like wireless advertising." He noted a shift in budgets from media advertising toward direct mail and interactive marketing.
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