Trends Report

How CMOs Lead Consumer-Driven Innovation In Tough Times

Improve The Effectiveness Of Innovation — Don't Eliminate It

May 5th, 2009
With contributors:
Christine Overby , Erik Hood , Jennifer Wise

Summary

In the face of budget cuts and reduced consumer spending, innovation may seem like an easy line item to slash. However, smart marketers realize that a strong innovation pipeline provides a strategy for emerging from this recession better positioned than before. To help you get the most return on your innovation spend, Forrester provides a glimpse of how some marketing leaders are reinventing innovation from the inside out and the outside in.

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