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德勤-首席营销官调查报告(英文)-2-71页.pdf
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2023-07-28
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德勤-首席营销官调查报告(英文)-2-71页.pdf
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Highlights & Insights
Report
F E B R U A R Y 2 0 1 9
Predicting the future of markets, tracking marketing
excellence, and improving the value of marketing since 2008
![](https://csdnimg.cn/release/download_crawler_static/88115534/bg2.jpg)
© Christine Moorman 2
F E B R U A R Y 2 0 1 9
H O M E M A R K E T P L A C E G R O W T H S P E N D I N G P E R F O R M A N C E S O C I A L M E D I A M O B I L E J O B S O R G A N I Z A T I O N L E A D E R S H I P A N A L Y T I C S
About The CMO Survey
To collect and disseminate the opinions of top
marketers in order to predict the future of markets,
track marketing excellence, and improve the value of
marketing in firms and society.
The survey is an objective source of information about
marketing and a non-commercial service dedicated to
the field of marketing.
Founded in August 2008, The CMO Survey is
administered twice a year via an Internet survey.
Questions repeat to observe trends over time
and new questions are added to tap into
marketing trends.
The February 2019 survey is the 22nd administration of
The CMO Survey.
Sponsors support The CMO Survey with intellectual
and financial resources.
Survey data and participant lists are held in confidence
and not provided to survey sponsors
or any other parties.
M I S S I O N A D M I N I S T R A T I O N S P O N S O R S
![](https://csdnimg.cn/release/download_crawler_static/88115534/bg3.jpg)
© Christine Moorman 3
F E B R U A R Y 2 0 1 9
H O M E M A R K E T P L A C E G R O W T H S P E N D I N G P E R F O R M A N C E S O C I A L M E D I A M O B I L E J O B S O R G A N I Z A T I O N L E A D E R S H I P A N A L Y T I C S
F E B R U A R Y 2 0 1 9
Survey methodology
• 2556 top marketers at for-profit U.S. companies
• 323 responded for a 12.6% response rate
• 97% of respondents VP-level or above
• Email contact with four follow-up reminders
• Survey in field from January 8-29, 2019
This report shares key metrics over time. Two other
reports are available at cmosurvey.org/results.
• The Topline Report shows aggregate-level results
• Report of Results by Firm and Industry Characteristics
offers results by sectors, size, and Internet sales
• Interpretive guide:
M = Average; SD = Standard deviation
B2B = Business-to-Business firms
B2C = Business-to-Consumer firms
S A M P L E A D M I N I S T R A T I O N O T H E R R E P O R T S
![](https://csdnimg.cn/release/download_crawler_static/88115534/bg4.jpg)
© Christine Moorman 4
F E B R U A R Y 2 0 1 9
H O M E M A R K E T P L A C E G R O W T H S P E N D I N G P E R F O R M A N C E S O C I A L M E D I A M O B I L E J O B S O R G A N I Z A T I O N L E A D E R S H I P A N A L Y T I C S
F E B R U A R Y 2 0 1 9
Survey participants (n=323)
E C O N O M I C S E C T O R
S A L E S R E V E N U E I N D U S T R Y S E C T O R
Industry Sector % Respondents
Technology (Software/Biotech) 14.9%
Professional Services/Consulting 14.6%
Manufacturing 11.5%
Healthcare 9.9%
Retail/Wholesale 9.9%
Banking/Finance/Insurance 9.3%
Consumer Packaged Goods 7.8%
Communications/Media 7.1%
Consumer Services 5.0%
Transportation 3.4%
Education 2.8%
Mining/Construction 2.5%
Energy 1.2%
36.1%
32.1%
15.0%
16.8%
B2B - Product
B2B - Services
B2C - Product
B2C - Services
31.5%
11.3%
16.1%
7.7%
11.6%
7.4%
4.2%
7.7%
1.0%
1.6%
0% 10% 20% 30% 40%
Less than $25 million
$26-99 million
$100-499 million
$500-999 million
$1-2.5 billion
$2.6-5 billion
$5.1-9.9 billion
$10-49 billion
$50-100 billion
More than $100+ billion
![](https://csdnimg.cn/release/download_crawler_static/88115534/bg5.jpg)
© Christine Moorman 5
F E B R U A R Y 2 0 1 9
H O M E M A R K E T P L A C E G R O W T H S P E N D I N G P E R F O R M A N C E S O C I A L M E D I A M O B I L E J O B S O R G A N I Z A T I O N L E A D E R S H I P A N A L Y T I C S
F E B R U A R Y 2 0 1 9
Survey topics
Topic 1:
Marketplace Dynamics
6
Topic 2:
Firm Growth Strategies
13
Topic 3:
Marketing Spending
19
Topic 4:
Firm Performance
25
Topic 5:
Social Media Marketing
28
Topic 6:
Mobile Marketing
35
Topic 7:
Marketing Job
38
Topic 8:
Marketing Organization
43
Topic 9:
Marketing Leadership
46
Topic 10:
Marketing Analytics
55
Topic 11:
The CMO Survey Award for Marketing Excellence
68
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