Gesellschaft für Marketing

Strategic Marketing in Action, April 23-27, 2012

Who
********
You are a mid-level or senior manager with strategic, marketing or commercial responsibilities and have at least 10 years of experience in different fields.

What
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- Boost your strategic thinking about the evolving competitive landscape, understand how to co-create more value with your customers and capture more value with smart pricing
- Gain insights into drivers of customer value, behavior and choice, and align different stakeholders, such as employees and partners, to improve customer satisfaction and loyalty of your key accounts and most important customers
- Formulate a differentiated value proposition for customer-focused strategy and brand platform incorporating social media
- Meet the challenge of implementing your strategy and gaining internal support by demonstrating the financial value marketing creates in terms of Net Marketing Contribution

Dates
********
1st program: April 23-27, 2012 with 1 month pre-phase and 3 months post-module learning
2nd program: Oct 29-Nov 2, 2012 with 1 month pre-phase and 3 months post-module learning

 

Duration
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Phase I - 1 month (web-based)
Phase II - 5 days on campus
Phase III - 3 months (web-based)

Web
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Find all information on http://www.imd.ch/sma .

Selftracking: Ein neuer Megatrend oder eher eine Eintagsfliege?

Neue Geräte helfen dem Menschen, jede Tätigkeit minuziös zu erfassen und am PC auszuwerten.

http://www.nzz.ch/nachrichten/kultur/medien/je_mehr_ich_ueber_mich_weiss_umso_besser_1.8789093.html

Wie kann ein Product Manager Web 2.0 einsetzen? [English]

Right off the bat, I need to apologize for using “Web 2.0″ in the title. It was a cheap trick to get you to read at least this far, but it sure seems to have worked. With all of that out of the way, hype aside, it sure does look like the Internet is  changing how a product manger markets his / her product. Does anyone have any rules about how this needs to be done?

Since the phrase “Web 2.0″ has been so abused by now, we should probably take a moment and make sure that we’re all on the same page. I’m going to define Web 2.0 as simply being a new set of web-based tools that allow product mangers to build social and business connections (online), share information both internally and externally, and collaborate with colleagues and customers (online). Now how do you use these shiny new tools?

Web 2.0 tools offer product mangers a great way to convince customers to buy your product. The trick is that unlike traditional marketing you don’t talk TO your potential customers, instead you try to get them INVOLVED in a discussion with you. Sounds rather dangerous doesn’t it?

If you want to be able to talk to your (potential) customers, then you are going to need a Web 2.0 Wiki or Blog. Next, you are going to have to start writing – what can you tell people about your product that they may not already know?

Getting some interesting conversations going with your customer will start things off. Where things really start to get interesting is when your customers start to talk to each other. This is where product mangers can find out what new features customers are really looking for and what they don’t like about the current product.

In the old days, before Web 2.0 tools came along, product mangers had to use focus groups and surveys to get feedback from our customers. Now all we have to do is post a question on the Web and we can get instant feedback. Ain’t progress grand?

Are you using any Web 2.0 tools to market your product yet? How did you pick the tools that you are currently using? What has the feedback from your customers been so far? Leave a comment and let me know what you are thinking.

The Accidental Product Manager

Konsumenten sind enttäuscht von Netbooks

Eine Studie der NPD Group hat gezeigt, dass 60% der Netbook Käufer dieselbe Funktionalität erwarten wie bei einem Laptop. Dieses Missverständnis führt dazu, dass nur 58% der befragten Käufer mit ihrem Netbook sehr zufrieden sind. 60% haben zudem angegeben, das Netbook vorallem wegen seiner Portabilität gekauft zu haben, aber exakt dieselbe Anzahl Käufer haben ihr Netbook noch nie irgendwo hin mitgenommen.

Netbooks Confuse Consumers

Buchtipp: Grow East

In Osteuropa leben 385 Millionen Konsumenten. Es könnten Ihre Kunden sein! Dr. Manfred F. Berger ist Geschäftsführer der Draftfcb Kobza Retail Consulting & Werbeges. mbH in Wien. Dr. Arnold Schuh ist Direktor des Competence Center for Central and Eastern Europe der Wirtschaftsuniversität Wien.

[via getAbstract: Best of Marketing & Verkauf]