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For an abstract
the report, please see below.
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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