Survey finds marketing has greater influence in business decisions

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Menlo Park, Calif.—A majority of marketers believe that marketing's influence in corporations' business decisions has increased over the past three years, according to a survey by the Creative Group.

The survey was based on telephone interviews with 250 marketing and advertising professionals, conducted earlier this year.

It found that 61% of marketers believe marketing teams have greater influence on business decisions than they did three years ago, while only 23% said marketing's influence has decreased. The rest reported no change in influence.

“Companies increasingly recognize the value that marketing and creative teams can provide in terms of finding innovative solutions to business problems,” said Megan Slabinski, executive director at Creative Group. “In the current economy especially, many businesses must reinvent themselves; and marketers can play an instrumental role in helping their firms identify and fill emerging needs.”

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