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Marketers Missing Measurements

"Corporations are spending up to one-quarter of their budgets on marketing initiatives, but few are noticing the results or planning long-term integrated strategies, according to a study from the Chief Marketing Officer (CMO) Council.
The study of more than 320 global technology marketers, conducted during the first quarter of 2004, revealed that just 16.8 percent of the respondents' companies have formal marketing performance measurement (MPM) systems despite some spending as much as 25 percent of their revenue on marketing."

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