The Continuously Changing Role of Marketing

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In February/March 2008, the Association of National Advertisers (ANA), BtoB Magazine, and Guideline Inc. conducted an online survey of business-to-business and business-to-consumer marketers. The survey explored the extent to which the role of marketing has undergone changes, the impact of those changes, and how instrumental marketing reorganization was in driving those changes. Specifically, we set out to uncover what impact a reorganization might have on marketing’s responsibilities.
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