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data-src="https://cdn-xtrend.nikkei.com/images/2021/banner/spTgs_top_2024.png?__scale=w:424,h:147,t:2&_sh=0f80750280" alt="東京ゲームショウ" class="lazyload" /><div class="plate-feature">特設</div> </figure> <a href="/sp/tgs/?i_cid=nbpnxr_hmemu" class="block"></a> </article> </div> </section> </div> <ul class="global-menu-func"> <li><a href="/atcl/contents/new/?i_cid=nbpnxr_hmenu"><i class="icon icon-new-arrival"></i>新着</a></li> <li><a href="/atcl/contents/feature/?i_cid=nbpnxr_hmenu"><i class="icon icon-special"></i>特集</a></li> <li><a href="/atcl/contents/series/?i_cid=nbpnxr_hmenu"><i class="icon icon-articleSeries"></i>連載</a></li> <li><a href="/atcl/contents/ranking/?i_cid=nbpnxr_hmenu"><i class="icon icon-ranking"></i>ランキング</a></li> <li><a href="/sp/?i_cid=nbpnxr_hmenu"><i class="icon icon-specialTemplate"></i>特設</a></li> <li><a href="/atcl/contents/tag/?i_cid=nbpnxr_hmenu"><i class="icon icon-tag-list-search"></i>タグ一覧・検索</a></li> </ul> <ul class="global-menu-func"> <li><a href="/atcl/search/?acd_open_flg=1&i_cid=nbpnxr_hmenu"><i class="icon icon-data-base"></i>事例データベース</a></li> <li><a href="/atcl/calendar/future/?i_cid=nbpnxr_hmenu"><i class="icon icon-calendar"></i>未来消費カレンダー</a></li> <li><a href="/atcl/seminar/?i_cid=nbpnxr_hmenu"><i class="icon icon-seminar"></i>動画セミナー</a></li> <li><a href="/info/podcast/19/?i_cid=nbpnxr_hmenu"><i class="icon icon-podcast"></i>ポッドキャスト</a></li> <li class="row1"><a href="/navi/support/leafYougo.html?i_cid=nbpnxr_hmenu"><i class="icon icon-glossary"></i>用語集</a></li> <li class="row1 js-acd"> <span class="menu-list-parent js-acd-btn"><i class="icon icon-digital-magazine"></i>デジタル雑誌<span class="menu-list-btn"></span></span> <ul class="menu-list-child js-acd-cnt"> <li><a href="/atcl/viewer/?i_cid=nbpnxr_hmenu">デジタル雑誌</a></li> <li><a href="/atcl/viewer/nxr/?i_cid=nbpnxr_hmenu">日経クロストレンドデジタル雑誌</a></li> <li><a href="/atcl/viewer/nd/?i_cid=nbpnxr_hmenu">日経デザインデジタル雑誌</a></li> <li><a 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class="section-tag-list-link" href="/atcl/contents/theme/?nxr_e=F0201新型コロナ&i_cid=nbpnxr_header" data-atlas-trackable="# 新型コロナ"> <i class="icon-tag-sharp"></i> <span class="section-tag-list-text"> 新型コロナ</span> </a> </li> <li class="section-tag-list-item"> <a class="section-tag-list-link" href="/atcl/contents/theme/?nxr_e=F0241キャッシュレス&i_cid=nbpnxr_header" data-atlas-trackable="# キャッシュレス"> <i class="icon-tag-sharp"></i> <span class="section-tag-list-text"> キャッシュレス</span> </a> </li> <li class="section-tag-list-item"> <a class="section-tag-list-link" href="/atcl/contents/theme/?nxr_e=F0261MaaS&i_cid=nbpnxr_header" data-atlas-trackable="# MaaS"> <i class="icon-tag-sharp"></i> <span class="section-tag-list-text"> MaaS</span> </a> </li> <li class="section-tag-list-item"> <a class="section-tag-list-link" href="/atcl/contents/theme/?nxr_e=F0251サブスクリプション&i_cid=nbpnxr_header" data-atlas-trackable="# サブスクリプション"> <i class="icon-tag-sharp"></i> <span class="section-tag-list-text"> サブスクリプション</span> 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class="section-tag-list-text"> デザイン</span> </a> </li> <li class="section-tag-list-item"> <a class="section-tag-list-link" href="/atcl/contents/theme/?nxr_e=B0031商品開発&i_cid=nbpnxr_header" data-atlas-trackable="# 商品開発"> <i class="icon-tag-sharp"></i> <span class="section-tag-list-text"> 商品開発</span> </a> </li> </ul> </div> <div class="section-more-link-box is-short"> <a href="/atcl/contents/tag/?i_cid=nbpnxr_header" class="section-more-link"> <i class="icon-right-arrow"></i> <span class="section-more-link-text">もっと見る</span> </a> </div> </div> </div> </div> </div> <div class="hd-logo-box"> <a href="/?i_cid=nbpnxr_header" class="hd-logo-link" data-atlas-trackable="logo-nxr"> <img src="/images/2021/common/logoNxr.svg" alt="日経クロストレンド：マーケティングがわかる、消費が見える" class="hd-logo-img"> </a> </div> <div class="hd-col is-right"> <nav class="hd-global-nav"> <ul class="hd-global-nav-items"> <li class="hd-global-nav-item"> <a href="/atcl/contents/feature/?i_cid=nbpnxr_header" class="hd-global-nav-link" data-atlas-trackable="pickupSeries"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-special"></i> <span class="hd-global-nav-text">特集・連載</span> </span> </a> </li> <li class="hd-global-nav-item"> <a href="/atcl/search/?acd_open_flg=1&i_cid=nbpnxr_header" class="hd-global-nav-link" data-atlas-trackable="database"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-data-base"></i> <span class="hd-global-nav-text">データベース</span> </span> </a> </li> <li class="hd-global-nav-item"> <a href="/atcl/seminar/?i_cid=nbpnxr_header" class="hd-global-nav-link" data-atlas-trackable="seminar"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-seminar"></i> <span class="hd-global-nav-text">動画セミナー</span> </span> </a> </li> <li class="hd-global-nav-item"> <a href="/atcl/calendar/future/?i_cid=nbpnxr_header" class="hd-global-nav-link" data-atlas-trackable="calendar"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-calendar"></i> <span class="hd-global-nav-text">未来消費カレンダー</span> </span> </a> </li> <li class="hd-global-nav-item"> <a href="/info/18/00008/?i_cid=nbpnxr_header" class="hd-global-nav-link"> <span class="hd-global-nav-cnt"> <i class="hd-global-nav-icon icon-guide"></i> <span class="hd-global-nav-text">使い方</span> </span> </a> </li> </ul> </nav> </div> </div> </div> </header> </div> <div class="local-navi-wrap"> <div class="l-content local-navi-box"> <div class="local-navi-col is-left"> <ul class="local-navi-link-items"> <li class="local-navi-link-item"> <a href="/atcl/contents/watch/00013/02514/?i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">1週間で学ぶ</span> </a> </li> <li class="local-navi-link-item"> <a href="/atcl/contents/theme/?nxr_e=B0041マーケ&i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">マーケ</span> </a> </li> <li class="local-navi-link-item"> <a href="/atcl/contents/theme/?nxr_e=F0281ヒット商品&i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">ヒット商品</span> </a> </li> <li class="local-navi-link-item"> <a href="/atcl/contents/theme/?nxr_e=B0021新ビジネス&i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">新ビジネス</span> </a> </li> <li class="local-navi-link-item"> <a href="/atcl/contents/theme/?nxr_e=C0172小売・EC&i_cid=nbpnxr_navi" class="local-navi-link"> <span class="local-navi-link-text">小売・EC</span> </a> </li> </ul> </div> <div class="local-navi-col is-right"> <ul class="local-navi-site-items"> <li class="local-navi-site-item"> <a href="/sp/trendy/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/bpcommon/logo/TRE.svg" alt="日経トレンディ" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/design/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_design.svg" alt="日経デザイン" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/ent/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_ent.svg" alt="日経エンタテインメント！" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/mj/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_mj.svg" alt="日経MJ" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/college/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_college.svg" alt="日経クロストレンドカレッジ" class="local-navi-site-img" /></figure> </a> </li> <li class="local-navi-site-item"> <a href="/sp/marketer/2024/?i_cid=nbpnxr_navi" class="local-navi-site-link"> <figure class="local-navi-site-img-box"> <img src="/images/2021/common/img_logo_marketer.svg" alt="マーケター名鑑" class="local-navi-site-img" /></figure> </a> </li> </ul> </div> </div> </div> <div class="ad-contents"> <div class="l-content"> <div class="ad ad-rectangle"> <div id="div-gpt-ad-leaderboard"> <script type="text/javascript"> googletag.cmd.push(function() { googletag.display('div-gpt-ad-leaderboard'); }); </script> </div></div> </div> </div> <div class="breadcrumb-box "> <ol class="breadcrumb-items"> <li class="breadcrumb-item"> <a href="/?i_cid=nbpnxr_breadcrumb" class="breadcrumb-link">日経クロストレンド</a> <i class="icon-right-arrow"></i> </li> <li class="breadcrumb-item"> <span class="breadcrumb-text">最強マーケ組織＆キャリアのつくり方</span> </li> </ol> </div> <main class="l-content main-wrap"> <div class="l-parallel"> <div class="l-col-main"> <section class="l-col-section-main"> <div class="backnumber-main-box is-grounding"> <figure class="backnumber-main-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="226" height="301" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/parent.jpg?__scale=w:226,h:301&_sh=0ee08004f0" alt="最強マーケ組織＆キャリアのつくり方" class="lazyload backnumber-main-img" /></figure> <div class="backnumber-main-cnt"> <ul class="backnumber-main-tag-items"> <li class="backnumber-main-item">全9回</li> </ul> <div class="backnumber-main-title-box"> <h1 class="backnumber-main-page-title"> <span class="backnumber-main-title">最強マーケ組織＆キャリアのつくり方</span> </h1> <div class="backnumber-main-follow-box"> <div class="follow-btn-box"> <button class="btn btn-conditionally btn-rhizome-follow rhizomeStage follow" data-purpose="parentFollow" data-title="最強マーケ組織＆キャリアのつくり方" data-contents-url="/sites/trend.nikkeibp.co.jp/atcl/contents/18/00980/index.html" data-article-type="51" data-atlas-trackable="followSeries"></button> <span class="follow-info numberFollowers rhizomeStage" data-purpose="parentFollowNum" data-contents-url="/sites/trend.nikkeibp.co.jp/atcl/contents/18/00980/index.html"></span> </div> </div> <span class="backnumber-main-text">生活者の消費スタイルの変化を受けて、骨太なコミュニケーション戦略を打ち出し、マーケティング部門の再編や強化に打って出る企業が相次いでいる。ヒットを連発する企業のマーケティング体制づくりは、いったいどこに強さの根源があるのか。そして、そのかじ取りを任されているCMO（最高マーケティング責任者）やマーケティング本部長らトップは今、何を考え、次にどんな一手を打とうとして考えているのか。そこで、日経クロストレンドは、マーケティングにたけた企業300社近くにアンケート調査を実施。そこから浮かび上がる「最強マーケティング組織」の共通点をひもとく。（画像／Aisyaqilumar/stcok.adobe.com）</span> </div> </div> </div> </section> <section class="l-col-section-main"> <div class="articleBody"> </div> </section> <section class="l-col-section-main"> <div class="backnumber-list-box js-list-add" data-list-type="path"> <ul class="backnumber-list-items js-list-add-cnt"> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00002/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第1回 </li> <li class="backnumber-list-info-item is-sub"> 2024.04.08</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">味の素、サントリーに学ぶ「最強マーケ組織」の道　なぜ今変えるのか</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">味の素やサントリーホールディングスなど、マーケティングにたけているとの定評がある企業が、相次ぎ組織の大改革を打ち出している。新型コロナウイルス禍によって激変した消費者の新しい価値観を前に、心をくすぐる商品やサービスを届けるためだ。その組織改革によって、社内の意思決定はどう変わったのか。また、そこに集う社員たちの働き方はどう変容しつつあるのか。2024年、最強を目指して生まれ変わりゆくマーケ組織の姿、そしてマーケターとして積み上げるべき新しいキャリア像を追う。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00002/nxr_s.jpg?__scale=w:143,h:107&_sh=0a003f0820" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00001/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第2回 </li> <li class="backnumber-list-info-item is-sub"> 2024.04.08</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">プラズマ乳酸菌で200億稼ぐキリン　敏腕マーケター集う新組織の2年</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">キリンホールディングスは2022年、グループを横断するマーケティング組織「マーケティング・セントラルチーム」を発足させた。いわばキリングループ各社で活躍してきた約20人の敏腕マーケターからなる、アベンジャーズのような組織だ。強みを生かし、手を携えて市場を一気に席巻していく“キリン流”の新生マーケティングは、既に経済圏づくりで一定の成果を上げている。その活躍の舞台裏を追った。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00001/nxr_s.jpg?__scale=w:143,h:107&_sh=030bd0490b" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00003/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第3回 </li> <li class="backnumber-list-info-item is-sub"> 2024.04.10</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">再建期すワコールの変身　販売員を「ブランド統括」に抜てきしたワケ</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">ワコールは今、組織改革の真っただ中だ。2023年4月から販売、商品、マーケティングの3つを軸とする新体制に移行、社長直轄の部署横断組織「マーケティング会議」を新設した。これをベースに24年4月にも組織を再編。ブランドマネジメントとマーケティングの体制強化を急ぐ。同社執行役員マーケティング本部長の篠塚厚子氏は、次代に向けた組織をつくる上で、「ブランドが目指すものは何か。それを実現するために必要な能力は何か。それを満たせる人材を集めた」と話す。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00003/nxr_s.jpg?__scale=w:143,h:107&_sh=07706109f0" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00004/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第4回 </li> <li class="backnumber-list-info-item is-sub"> 2024.04.10</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">ミツカン、次の「味ぽん」生む別動隊　イノベーションの壁の突破法</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">「味ぽん」「〆まで美味しい寄せ鍋つゆ」「金のつぶ」などの商品で知られるミツカングループが、ここ数年新機軸の商品を相次ぎ世に放ち話題を呼んでいる。現在、同社でイノベーションのゆりかご役を担っているのが30人弱のイノベーション開発部だ。COO（最高執行責任者）直下の別動隊たちは、変幻自在に動き回り、かつスピーディーにチャレンジの手を止めない。なぜ、同社はそんなマーケティング組織を構築できたのか。その秘密を追う。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00004/nxr_s.jpg?__scale=w:143,h:107&_sh=0140d10780" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00005/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第5回 </li> <li class="backnumber-list-info-item is-sub"> 2024.04.12</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">恩藏教授「マーケティングは全社員に」　マーケ定義刷新の舞台裏</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">2024年1月25日、日本マーケティング協会は、同協会が定めるマーケティングの定義を34年ぶりに刷新した。背景には、「時代に合わないものになっていた」という課題感がある。マーケターは「マーケティング」という言葉をどう解釈し、業務に取り組んでいくべきなのか。あるべき組織論まで、同協会理事長でマーケティング定義制作委員会委員長を務めた、早稲田大学の恩藏（おんぞう）直人教授に話を聞いた。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00005/nxr_s.jpg?__scale=w:143,h:107&_sh=0fb0c408d0" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00006/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第6回 </li> <li class="backnumber-list-info-item is-sub"> 2024.04.12</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">新人マーケターが最初にやるべきこと　必須スキル見いだす9つの軸</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">マーケターとして活躍するためのスキルを高めたいと思っても、領域が幅広いがゆえに、スキルの分類や習得方法がブラックボックス化しているのが現状だ。そうした中、マーケターはどのようにキャリアを築き、強いマーケティング組織に貢献できるのだろうか。500社以上に対してマーケティング人材育成サービスを提供するグロースX（東京・渋谷）取締役COO（最高執行責任者）の山口義宏氏が、強い人材として腕を磨く秘訣を伝授する。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00006/nxr_s.jpg?__scale=w:143,h:107&_sh=0b805e07d0" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00008/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第7回 </li> <li class="backnumber-list-info-item is-sub"> 2024.04.25</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">独自調査「日本のマーケター名鑑2024」　キーパーソンは今何を目指すのか</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">これこそが、日本市場をけん引する現役マーケターたちの素顔であり、名鑑だ──。日経クロストレンドは、このほどマーケティングに特に力を注ぐ企業を厳選し、2024年4月時点で各社を率いるCMO（最高マーケティング責任者）やマーケティング本部長らを対象にアンケート調査を実施した。本稿では、その結果を一挙紹介する。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00008/nxr_s.jpg?__scale=w:143,h:107&_sh=0d20170af0" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00009/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第8回 </li> <li class="backnumber-list-info-item is-sub"> 2024.05.10</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">ユニ・チャーム、ヒット量産の裏に「7つの原則」　利益成長に全集中</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">好調な業績を維持するユニ・チャーム。成長の背景にあるのは同社独特のマーケティング流儀である。具体的には、マーケティング部門としての「基本コンセプト」を定義し、さらにそれを実現する「7つの原則」を掲げているのだ。強いマーケティング組織がいかに運営され、そこからどのようにヒット商品が次々と生み出されているのか。その秘密を探る。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00009/nxr_s.jpg?__scale=w:143,h:107&_sh=0820500f00" class="lazyload backnumber-list-img" /></figure> </a> </li> <li class="backnumber-list-item"> <a href="/atcl/contents/18/00980/00010/?i_cid=nbpnxr_parent" class="backnumber-list-link is-wide"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title"> 第9回 </li> <li class="backnumber-list-info-item is-sub"> 2024.05.16</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">「24年マーケ予算増」が約45％　マーケ巧者が抱える悩み、独自調査</span> <i class="icon-lock nxr_charge"></i> <span class="backnumber-list-text">日経クロストレンドは2024年4月、各社のマーケティング組織を率いるCMO（最高マーケティング責任者）やマーケティング本部長らを対象としたアンケート調査「日本のマーケター名鑑2024」を実施した。各業界の中でも、特にマーケティングに力を注ぐ企業を編集部で厳選し、100人以上から回答を得た。本稿では、全16問の回答を集計した結果のうち、特に興味深い事実が分かったものについて報告する。</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00980/00010/nxr_s.jpg?__scale=w:143,h:107&_sh=0f806d09e0" class="lazyload backnumber-list-img" /></figure> </a> </li> </ul> </div> </section> <section class="l-col-section-main"> 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