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Marketers prefer investment in CRM; Study shows execs value aggressive strategy.

Publication: B to B
Publication Date: 10-JUN-02 		Format: Online - approximately 718 words
Delivery: Immediate Online Access
Full Article Title: Marketers prefer investment in CRM; Study shows execs value aggressive strategy.(consumer relationship management)(U.S.)(Brief Article)

Article Excerpt
More marketers would prefer to invest in customer relationship management programs than in mass media advertising, according to a survey conducted last month by Reveries.com, a marketing news site, and Insight Out of Chaos, a database marketing firm.

The survey of about 200 marketing executives found that 28% would prefer to invest the majority of their marketing budgets in CRM programs, compared with 22% who would select traditional mass media advertising.

The objective of the study was to assess what marketing people understand about CRM and how their experiences affect spending decisions.

Almost one-third (32%) of respondents said marketing strategy was the most important factor for...

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