Marketing & Development Executive

WHO AM I???

Legacy of a classicist

“The business enterprise has two − and only two − basic functions:marketing and innovation.

Marketing and innovation produce results;all the rest are costs.”

Peter Drucker

Marketing ≠ advertising

Perform

BETTER PROCESSES

provideBETTER CUSTOMER VALUE

getCOMPETITIVE ADVANTAGE

COMMUNICATE itto the customer.

This

is m

arke

ting!

!!

Marketing managementis more than is usually meant

Matrix

of marketing activities

Level

Strategy Tactics Operations

Info & analysis support

Environment analysisAnalysis of internal environmentBusiness planning

4P

ProductPricePlace

Promotion

Is your

business

doing

ALL of this?..

Marketing managementdepicted as a control system

Management

is measurement

Promotion

VALUE

Reporting and analysis

Market

Demand

Analysis of environment

4P

goals

info

Core activity

Competition

Business planning

Plans

Product, Price, Place

Development ≠ growth

New ideasNew business modelsNew projectsNew processesNew productsNew markets

Development ≠ sales

Development = Innovation

How the value is added

Projects ProcessesCore activity

+ Performance improvement+ Development of core processes+ Shift from spontaneous to regular management

Core processes

Marketing Events+ Market research+ Business planning+ New ventures

Communications+ Feedback, analysis+ Product, price, place

for customers and business

Every business

is doing this

Meaningful crisis management≠ cost cuts

READINESSfor crisis due to

regular and meaningful management

Crisis handlingnot only by forceful (cuts)but also by MEANINGFUL(analysis, strategy, tactics)

actions

Added valueis created between

here and here

Marketing & Development Executive

Marketing anddevelopment experience at CMO level since 1998…

…based on EuropeanExecutive MBAwith honors…

… and rocket scientistbackground.