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Receive your copy of the first of its kind nationwide study: What Matters Most When Marketing in a Tough Economy  

To order a copy of What Matters Most When Marketing in a Tough Economy using your credit card, please click here.  For a limited time, we are offering a special rate of $299, a savings of $200 from the regular price!  The report is available in Adobe Acrobat format or in Word format.

For an abstract of the report, please see below.

What Matters Most When Marketing in a Tough Economy


In late 2001 while the economy continued its downward spiral, many of our technology clients were interested in learning how marketing executives in top U.S. software companies were weathering the environment and specifically, how they planned to address market challenges moving forward.  This study uncovers lessons learned to overcome the challenges of marketing in a difficult economy and the changes being made in marketing execution moving forward.

The study analyzes information gathered during detailed interviews with 44 software executives on marketing spending, planning and execution, marketing tactics, and changes from 2001 to 2002. Topics covered include key marketing and business challenges; marketing budgets as a percentage of revenue; the allocation of marketing budgets across broad categories of channels marketing, product marketing, marketing communications and research; spending trends on ten critical functional areas within marketing (Public Relations, Advertising, Direct Mail, Internet Marketing, Conferences and Events, Sales Promotion, Competitive Research, Customer Research, Trend Research, and Product Definition Research) and the specific nature of those ten marketing activities.  This analysis provides conclusions regarding the group of software companies taken as a whole and also by revenue categories identified and grouped as small, medium, and large companies.  

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