Survey: Driving sales is in, building brands is out

01/29/2004 | BtoB

Marketers are interested in producing short-term, measurable results this year, so they'll focus on driving sales, not building brands. This is among the findings of a BtoB survey of 422 marketing executives who said that to boost sales they will communicate directly with customers and prospects through increased spending on e-mail marketing and direct mail.

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