杜克大学：2018年CMO（首席营销官）洞察(95页).pdf

1、 About The CMO Survey 2 Mission - To collect and disseminate the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and society. - The survey is an objective source of information about marketing and a non-comm

2、ercial service dedicated to the field of marketing. Survey operation - Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Questions repeat to observe trends over time and new questions are added to tap into marketing trends - The February 2018 survey is the 2

3、0th administration of The CMO Survey. Sponsoring organizations - Sponsors support The CMO Survey with intellectual and financial resources. - Survey data and participant lists are held in confidence and not provided to survey sponsors or any other parties. Survey Methodology 3 Survey sample - 2796 t

4、op U.S. marketers at for-profit companies - 362 responded for a 12.95% response rate Survey administration - Email contact with four follow-up reminders - Survey in field from January 9-30, 2018 - 98.3% of respondents VP-level or above Results interpretation - M = sample average; SD = sample standar

5、d deviation - B2B = Business-to-Business firms; B2C = Business-to-Consumer firms Two other reports are available at cmosurvey.org/results - The Topline Report: Results reported at the aggregate level - Results by Firm and Industry Characteristics: Results reported within sectors, size, and Internet

6、sales Survey Topics 4 Topic 1:Marketplace Dynamics.5-15 Topic 2:Firm Growth Strategies.16-24 Topic 3:Marketing Spending.25-39 Topic 4:Financial and Marketing Performance.40-43 Topic 5:Social Media Marketing.44-57 Topic 6:Mobile Marketing.58-63 Topic 7:Marketing Jobs.64-70 Topic 8:Marketing Organizat