June 29, 2012

Conquering the Challenge of Changing Business Landscapes

In a constantly changing marketing landscape subject to unpredictable interactions between market forces, it is necessary to be updated on emerging trends and practices in the field of Marketing. According to a Philippine Marketing Association (PMA) official, it is crucial to be always a step ahead and to always ask “what’s next” in order to maintain competitiveness.
Hermawan Kartajaya

“It’s every marketing professional’s responsibility to be aware of new developments and trends in marketing to be able to grow and sustain the business and even become globally competitive,” explains Gwenn Albarracin, PMA President, adding that practices aren’t always timeless and professionals may be employing strategies that are no longer applicable or may need certain tweaks to be effective.

She shares that there are a lot of promising new theories in the field that may change or re-define marketing practices. Among which are ‘Marketing 3.0’ and ‘New Wave Marketing’ espoused by the Founder and CEO of MarkPlus Inc. – a leading marketing professional service firm (Consulting, Education, Research, Media) based in Indonesia and Malaysia – Hermawan Kartajaya.

“Kartajaya perceives changes in the business landscape as an indication that marketing has turned from vertical to horizontal; that it should no longer be viewed from a top-down perspective but should be seen as a level playing field instead,” adds Albaraccin. 

Described as a unique combination of practitioner and theorist, Kartajaya has written several international books and has even co-authored some with the Father of Modern Marketing, Philip Kotler.

His co-authored book, Marketing 3.0: from Products to Customers to the Human Spirit, explains that there are three forces that set forth the birth of Marketing 3.0: The Age of Participation and Collaborative Marketing, The Age of Globalization Paradox and Cultural Marketing, and The Age of Creative Society and Human Spirit Marketing. It also describes Marketing 3.0 as the period by which practices are very much influenced by changes in consumer behavior and attitude.

He will be among the speakers in the upcoming Asian Marketing Conference to be held on July 19-20 at the Makati Shangri-La Hotel. Albaraccin says that Kartajaya’s insights will be helpful in understanding how practitioners and business owners can adjust strategies and practices in response to political, technological, socio-cultural, economic changes in the business scene.

As one of the “50 Gurus Who Have Shaped the Future of Marketing” by the Chartered Institute of Marketing United Kingdom, sharing theories and experiences has been a fact of life for Kartajaya, “I have been speaking in several marketing conferences since 1995 in US, Asia, Europe, and Australia. In fact, I have been in the Philippines several times already for various speaking engagements.”

He claims that global marketing practice has a lot of shortcomings. “There are generally a lot of bad practices that we should slowly do the correction. I hope that the attendees of the upcoming Asian Marketing Conference will be part of correcting these bad practices and become aware that Marketing is shifting from ‘vertical’ to ‘horizontal.’”

Albarracin encourages marketing practitioners and key decision-makers to take part in this opportunity to learn from globally-renowned experts and interact with fellow practitioners. “As marketing professionals, we need to play an active role in advancing our knowledge of the craft and be able to better conquer its challenges,” she concludes.

For more information about the Asian Marketing Conference, kindly visit www.asianmarketingconference.com or call +632 634-5722.

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