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Nobel
Mantrich Strategic Marketing Expertise provides a list of
useful published knowledge and
insights within the Knowledge Area on: Strategic Marketing Analysis,
Design and Implementation; Marketing Planning, Marketing
Metrics; Marketing Communications; Brand Building; Customer
Satisfaction and the Application of Strategic Marketing in Company
Operations. You can browse through the material and
choose knowledge according to your area of interest:
Developments in Strategic Marketing
With
greater application of technology, consumer choice is becoming more
profused. In turn, choice a changing the marketplace landscape. This is
also creating fundamental
changes in the way we utilise marketing for the benefit of the
organisation: To succeed, our tenets to successful marketing
need to be:
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Marketing is a way of life throughout the company.
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There
is an increasing blur between products and services - looking at
markets in this way can lead to unhealthy paradigms.
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Market
share is only a small part of marketing success.
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Information and Communications Technology is opening up limitless
choices for customers. Technology in our offerings, whether in the
background or on the forefront of consumers eyes is inevitable.
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One-way communications vehicles in marketing are becoming obsolete.
Strategic Marketing in an Increasingly Uncertain World
Trends
indicate that success will be much greater but ever more hard to
predict. Risk is therefore becoming more pronounced as specific
outcomes have become even more difficult to forecast. Risk
management in marketing will therefore play a more critical role in
the future and scenario thinking will assist organisations to
grapple with the future. In this context, your company would be
better off developing and exploiting consumer taste and demand as it
arises. In order to be more successful in your marketing in the
future you would also need to consider:
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Focusing on detecting customers, measuring their satisfaction and
getting their feedback.
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Increasing the number of smaller ticket marketing investments and
decrease the size of investment in each.
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Implementing your strategies with solid and sustainable strategic
principles cascaded to a flexible marketing budget that allows you
to quickly shift to more successful investments as consumer appeal
and demand materialises.
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Exploiting how diffusion of adoption of product innovations takes
place in your segment by keeping on the ball with consumer take up
patterns and focusing on how social influences are emerging.
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Building flexibility and bargaining power in your supplier /
intermediary contracts.
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