Fischer Peter "On Marketing"

Gepostet von Peter Fischer am 8. Dez 2009 in Gedanken | 1 Kommentar

The new Marketing-Model from Peter Fischer

My new guide “Fischer on Marketing” shall define the practice of marketing as such, without emphasizing the scientific and pragmatic approach of marketing. Each company must examine its individual, special factors. This examination depends upon the size of the business, its organizational structure, the range of products, the available expertise and last-but-not least, the guiding visions and principles of the company. This model is not meant to demonstrate any new economic findings, but to provide a kind of checklist which enables the practitioner to “find” his strategic marketing in a very effective way. The basis for this system is the Marketing Management Process of the BAW (Bavarian Academy for Publicity and Marketing), originally based on Hans Dieter Maier, founder and director of the BAW. BAW students as well as many clients of the author use the approach successfully in the field. In some sections we refer to the new St. Gallen Management Model, as it is taught and practiced by the SGMI Management Institute St. Gallen, Switzerland. Furthermore, my new Marketing Management Process urges you to analyze seemingly administrative tasks and ideas, such as the management of turnover, product ideas, contribution margins, etc. which are often neglected by the day-to-day business. Marketing can only work successfully if the company is and remains alive. Growth and existence depend upon many factors. They pertain not only to the need for continuing existence, but also to the ability to deal with new and ever-changing environments. After all, survival depends on the degree of flexibility and the ability to adjust to the marketFische

My new Marketing Management Process is a model which will help you make decisions. A model is not a restrictive, rigid mold but serves to visualize complicated schemes. My Marketing-model should not and cannot control your every action in marketing. It is not a recipe with exact ingredients and a guaranteed outcome.

This Marketing Management Process is designed to separate significant from insignificant topics and relevant from irrelevant ones. The problem nowadays is not the lack of information per se; but its effective reduction. Models reduce the complexity. Use it as a “central theme” to proceed systematically and achieve prompt results in seven steps.

1. analysis
2. corporate strategy
3. marketing strategy
4. marketing design
5. operative implementation