Once I asked the headquarters (in the Netherlands) of the company I was working for to go to Sweden. I wanted to analyze how they structured their marketing activities and understand better the structure. A lead generated by my then-boss made me believe we, the British branch, had the same problems, “marketingwise” to deal with.
My first attempt was to get the name of the Swedish marketing director via the so I could get in touch with him and see what we could arrange. My boss fully encouraged me. A contact in Amsterdam refused to give the name of the contact, asking back what I wanted. After explanation, he refused again saying all the matters regarding Sweden should be dealt by the HQ. The same day, after a long conversation with the GM for the UK, my boss managed to convince her to send me to Stockholm, only to be denied once again 24 hours later.
I don’t remember having written anything about marketing management so far. It is a matter that’s becoming more and more popular, even formally recognized in some university degrees. Imagine how you would feel not having access to something that would enormously contribute to your marketing planning?
Get to know sister companies and branches is a tremendous step to understand what the market is asking for, especially when both companies have a similar problem. So you, reader, don’t say I’m creating something from the scratch, take a look at Wikipedia’s definition of marketing management (bold is mine).
Marketing management is the practical application of marketing techniques. It is the analysis, planning, implementation, and control of programs designed to create, build, and maintain mutually beneficial exchanges with target markets.
http://en.wikipedia.org/wiki/Marketing_management
Translate the bold part the way you like, but can you actually think of something more obvious than discovering your own organization before going out in the market? That is, at least, what HR recommends on the very first day of work. Amsterdam had all the rights to control the program. But hey, aren’t we all on the same side?
My first attempt was to get the name of the Swedish marketing director via the so I could get in touch with him and see what we could arrange. My boss fully encouraged me. A contact in Amsterdam refused to give the name of the contact, asking back what I wanted. After explanation, he refused again saying all the matters regarding Sweden should be dealt by the HQ. The same day, after a long conversation with the GM for the UK, my boss managed to convince her to send me to Stockholm, only to be denied once again 24 hours later.
I don’t remember having written anything about marketing management so far. It is a matter that’s becoming more and more popular, even formally recognized in some university degrees. Imagine how you would feel not having access to something that would enormously contribute to your marketing planning?
Get to know sister companies and branches is a tremendous step to understand what the market is asking for, especially when both companies have a similar problem. So you, reader, don’t say I’m creating something from the scratch, take a look at Wikipedia’s definition of marketing management (bold is mine).
Marketing management is the practical application of marketing techniques. It is the analysis, planning, implementation, and control of programs designed to create, build, and maintain mutually beneficial exchanges with target markets.
http://en.wikipedia.org/wiki/Marketing_management
Translate the bold part the way you like, but can you actually think of something more obvious than discovering your own organization before going out in the market? That is, at least, what HR recommends on the very first day of work. Amsterdam had all the rights to control the program. But hey, aren’t we all on the same side?
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