Leadership survey: The marketing leadership gap
Stan Maklan and Radu DimitriuCranfield School of Management
Cranfield's 2013 marketing leaders' survey updates and expands the survey conducted in the previous year, with some interesting differences emerging this year.
- Growth objectives: UK marketing leaders are far more ambitious in their growth objectives than their continental rivals, who plan to retrench more in 2013. This should create an excellent opportunity for UK firms to grow at their expense.
- BRIC economies: The focus on exporting to BRIC economies seems to be have abated, yet firms are still looking to grow....