Marketers are feeling better about the economy now than they have at any point during the past 4 years. That’s the news from the latest CMO Survey spearheaded by Dr. Christine Moorman and carried out with sponsorship from Duke’s Fuqua School of Businesses and the American Marketing Association. This survey is particularly valuable as it has tracked trends in marketer attitudes since 2008. Dr. Moorman and her colleagues regularly contact about 4,400 top marketers and obtain between a 9% and 10% response rate which delivers a nice snapshot of the business world.
The marketers in this survey pool have determined that their growth strategy for the next 12 months will be heavily weighted toward diversification, +23.4%, with a smaller emphasis on market development (+12.7%) and product/service development (+11.3%).