Executive Summary (This is a document excerpt)

Although there are positive signs of budget growth, marketers should prepare for a wild ride in 2005. As CEOs apply pressure to justify budgets, firms will continue to rethink their marketing strategies and to redefine metrics to prove results and improve effectiveness. 2005 will also mark a year in which many firms redouble their efforts to organize around the customer, upsetting the traditional marketing power base and driving the need for new skill sets.

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