Maxim Yakobson, marketing & development executive
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Transcript of Maxim Yakobson, marketing & development executive
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