The stakes are increasing in marketing effectiveness

Patrick Mosimann, founding partner of PMSI, argues that marketing accountability is essential for survival in today's world.

The Stakes are Increasing in Marketing Effectiveness

Patrick Mosimann

The stakes are increasing dramatically for most branded goods businesses, with little clarity on how to ensure acceptable returns from marketing spend.

Target consumer groups are fragmenting into smaller sub-segments and with this the ability to communicate and to reach these consumers is now more complex and difficult. Market opportunities have to be identified quickly and exploited before consumers move on to the next proposition. In addition, the competitive climate is intense, with retailers expecting both lower prices and product innovation from suppliers. Finally, all this is in a climate where...

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