The optimism found in the survey, conducted by the Chartered Institute of Marketing, shows that marketers are confident that they can meet the ambitious sales targets they have set themselves, despite predictions of an economic slowdown.
The Marketing Trends Survey also found that companies are planning a 4.9% increase in total spend to support sales, including advertising and marketing. The internet is expected to be the biggest beneficiary of this increase, with firms planning a 5.5% rise in spend.
The research showed that sales plans remain at an historically high level, with a total growth in sales of 8.5% predicted, ahead of the 6% achieved on average in the previous year.
Slightly more of the respondents said that their sales plans were realistic or likely to be overachieved, up from 74% to 75%, while only 2% said that their sales plans were unrealistic.
Douglas McWilliams, chief economic adviser to CIM and chief executive of the Centre for Economics and Business Research, said: "This survey indicates that growth in business spending on marketing, which has proved to be a good pointer to business spending in general, is likely to remain at a record level. And sales expectations in the machinery and equipment sector, which is closely related to business investment, are also strong.
"Taking the detailed results of the survey in conjunction with the buoyant overall results for sales growth and for confidence, and the prospects of continued low inflation, a 'soft' landing is more likely than a 'hard' one."
The Market Trends Survey is based on research of around 100 senior marketing professionals on their business and future outlook.
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