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Th e latest Marketing Trends Survey from Th e Despite these concerns, 39% of marketers in the thrive.’
Chartered Institute of Marketing, conducted by Ipsos sector expect conditions for their own organisation to Th e Institute’s marketing trends survey also looked
MORI, has found that marketers working in the retail, improve over the next year, in line with the UK average. at awareness of the latest marketing laws and attitudes
leisure and distribution sector are looking to spend their Such confi dence is refl ected in attitudes towards towards the 2012 London Olympics:
way out of the economic downturn. staffi ng levels, with 29% of marketers in the sector Marketers in the retail, leisure and distribution sector
Marketing spend in the sector has risen markedly planning to increase the number of staff ; although 13% were more aware of the recent Unfair Commercial
since this time last year, rising from 7.4% of an anticipate a reduction in the number of marketing staff Practices Law than their marketing colleagues in other
organisation’s turnover to 10.5% in the latest survey. Th is in their organisations, more than any other industry sectors – though remain woefully ignorant of this
fi gure is signifi cantly higher than the UK average of sector. important piece of legislation. Just 29% said they had a
7.7% and the levels of marketing spend in other sectors. David Th orp, director of Research and Information good understanding of the law, whilst a shocking 71%
Th e rise in marketing spend comes as marketers in at Th e Chartered Institute of Marketing, said: ‘With the described their understanding as poor or non-existent.
the retail, leisure and distribution sector are increasingly end of the ‘nice’ decade, marketers in the retail, leisure Over three quarters of marketers in the sector (76%)
pessimistic about the economic outlook. More than a and distribution sector are looking to attract a share of believe the 2012 London Olympics will generate a
third (35%) believe the UK will be in recession in 2008, consumer’s shrinking disposable income. Professional positive perception of the UK around the world, in
and 54% believe economic conditions in the UK will marketers will be looking to make the most of the line with UK average. When asked whether the 2012
worsen in the coming year – again a marked increase on opportunities an economic downturn brings, and by London Olympics will benefi t all UK marketers
this time last year, when only 39% thought the economy focusing on changing customer needs more precisely, through increased visitors and the ‘feel good factor’, 55%
would get worse. they can help their organisations to not only survive but agreed – the highest across all industry sectors.
14 July 2008 retail fl oors
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