Paul Howell
Jun 15, 2011

CEOs think marketers lack credibility : Fournaise

GLOBAL - 73 per cent of CEOs think marketers "lack business credibility" and are not the business growth generators they should be, according to damning research by the Fournaise Marketing Group.

Fournaise says CEOs and marketers aren't getting along

The world's business leaders say their marketing departments are still unable to clearly demonstrate the bottom-line value of their campaigns.

Fournaise interviewed more than 600 large corporation and and small-to-medium enterprise CEOs and decision-makers in the US, Europe and Asia, as part of its 2011 'Global marketing effectiveness' programme.

It found several key issues still bugging the CEO-marketing relationship. The top six problems were

  • ...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Nike China pulls shoe line after designer supports HK protests
Premium
2 hours ago

Nike China pulls shoe line after designer supports ...

The US sports brand has reportedly nixed a limited edition line of shoes by the Japanese design brand Undercover in China following an Instagram post that sparked controversy.

Premium
Kobe Bryant is still the MVP in China, and other learnings from Sport Focus
Premium
3 hours ago

Kobe Bryant is still the MVP in China, and other ...

Attendees at yesterday's event in Shanghai heard advice from the NFL, La Liga, PepsiCo, Mailman Group, and the Drone Racing League, among others.

Premium
Industry against the clock in shifting TV investment online
Premium
8 hours ago

Industry against the clock in shifting TV investment...

In such a fast-moving media ecosystem, the industry cannot afford to continue to trail behind consumer shifts, warns The Trade Desk.