Majority of Marketing Managers Practice Integrated Marketing

* 70 percent of companies report that the same person controls both traditional and interactive marketing budgets.
* 46 percent allocate marketing budgets by channel using rough estimates based on past experience.
* 23 percent allocate marketing budgets by channel using modeling and planning techniques.
* 19 percent give each channel a fixed allocation.
* 11 percent let their agencies do the planning for marketing budgets.