The DNA of Marketing: ANA/Booz Allen Hamilton Study
January 19, 2006
In early 2004, the Association of National Advertisers (ANA) and Booz Allen Hamilton launched a three-phase study to determine the relevance of marketing, marketing departments, and chief marketing officers in today's business climate. The survey findings were supplemented and supported by in-depth interviews across multiple companies and industries. The industries represented are auto, consumer packaged goods, financial services, health, manufacturing, professional services, retail, technology, and telecommunications.
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