Objectives (English)

Dear Czech Managers and Marketers,

Much has happened since I spoke to many of you in May, 2006. Since then, the world plunged into a financial meltdown and companies are scrambling to make tough decisions in the face of high uncertainty. Then there is China that can produce many products at lower costs than anyone else. And most products are suffering from growing “commoditization” and companies are desperate to find new ways to differentiate their offerings. Companies have to learn how to use the new social media to reach customers who use the Internet to get their information and make their buying decisions. Companies need to use their funds to strengthen their brand power to stand out from the crowd. Yet management is scrutinizing all budgets and ready to cut those that its managers cannot defend as yielding a good return on investment.

I can offer sound ideas on how you can become a more proactive and strategic company, one that can anticipate changes, identify new opportunities, exploit them before your competitors do, and shape your market and your growth. Companies such as Apple, Nike, Ikea, DuPont, Pfizer and others have shown that alert companies not only react to events but anticipate and shape their futures.

Bring your colleagues and I can almost guarantee that your team will leave with fresh and exciting new ideas.

Philip Kotler
S. C. Johnson Distinguished Professor of International Marketing
Kellogg School of Management
Northwestern University

Specific objectives Mr. Kotler´s presen­tation:

1. Help managers and marketers cope with several new challenges and opportunities including globalization, new social media, marketing budget reduction, etc.
2. Help marketers find new ideas, pursue value innovation, and create loyal fans and strong word of mouth by moving to Marketing 3.0.
3. Show how to win through incorporating social responsibility and environmental concerns into marketing and management decision making.