SMIA05-News 10
SMIA05, 2nd International Congress with Innovation Fair
SUSTAINABLE MANAGEMENT IN ACTION
19 - 20 September 2005, University of Geneva, Switzerland, www.smia.info
Official Carrier: Swiss International Air Lines
Marketing: Sustainability as a sign of success / Exposé by Mr Otto Belz at SMIA05
It is quite obvious: we must concentrate on marketing actions which we can build on. These must be based on the investments of the past while serving as a foundation for the actions of the future. The aim: the actions must be reinforced and the means invested bear fruit. This is the definition of sustainable marketing: it has to be carefully prepared and thought out, continuous in its effect and economical in its management of the means invested.
However, reality is totally different. Each financial period is synonymous with a new existence entailing new strategies and campaigns, new markets and clients as well as a new agency and sometimes even new associates. All things considered, it is a marketing of waste.
Seven principles for sustainable marketing
1. A clear positioning and a sparkling horizon: these are the criteria according to which we should orient our marketing.
2. While they are important, figures are not the cause, but the consequence. Those who grant them too much importance will sink with them.
3. Performance remains the heart of marketing. Therefore it must be improved on pain of becoming useless.
4. A price is a price and not a basis for negotiation.
5. Networks are not enough. You must also have some friends who are not afraid to commit themselves.
6. Communication: The contents and messages take precedence over the form and packaging.
7. Associates who are directed and rewarded on the basis of short-term success run the risk of neglecting important tasks for the benefit of urgent tasks.
Mr Otto Belz is Director of perSens, St Gall, Switzerland and organises the Swiss Congress of Marketing each year. His exposé on the seven principles for sustainable marketing will be presented in the plenary session INSTRUMENTS 2 on 19 September 2005.
Information: www.smia.info et
Organising Committee: Hubert Klun: Phone. +41 21 646 59 80, E-mail: hklun@(ch)smia.info
