Marketing as a key tool for survival in turbulent times

DEOL Partners team participated in the master class of Philip Kotler “Managing and Marketing in the Age of Turbulence” on September 16, 2009 in Kiev.

New economiс conditions dictate new rules for the whole economy. But what we know in DEOL Partners for sure is that knowlenge and professional skills won’t loose its value in any situation. It’s one of the reason why DEOL Partners team visited the master class of the world famous marketing guru – Philip Kotler.

“To see Philip Kotler is a great honor to each marketer. He’s not only the best marketing specialist, but he is a person who sparks inspiration in anyone who hears or sees him. Philip Kotler is a bright example of how one can be a trendsetter even in the age of 78 and stay the number one in such rapidly changing sphere as marketing”, – comments Maryna Rymarenko, DEOL Partners Strategic Development Director.

In the turbulent times marketing as an activity changes its role and becomes the most powerful tool for company’s survival. Mr. Kotler underlined the main concerns that marketers and managers of all levels have to do with at the moment – dealing with the recession, managing marketing and sales, discovering new opportunities. The famous guru also noted that value-driven companies benefit most during the recession. Business adjustments are a key for the companies that want to remain a going concern. Mr. Kotler’s motto for this master class was an old Chinese proverb – “When the storm comes, some build walls, the other build windmills”.

“Philip Kotler gives you a breathtaking insight into the marketing world. He shows how to become marketing-driving instead of being marketing-driven. He makes you be proactive and think ahead. But the most important thing is practical applicability of all the ideas in business” – notes Olga Kosolapova, DEOL Partners Marketing Analyst.

“Personaly I was impressed of Mr. Kotler’s oratorical skills. When he was telling about discovering new opportunities and other marketing matters, everyone listened to him very carefully. It’s even much more powerful thing to inspire someone than to teach. In Mr. Kotler’s case it’s both – inspiration and knowledge in one package. An important thing for me was to prove one more time that our marketing activities are up to date and they totally correspond to the key trends in marketing and economy as well”, – comments Daria Nykyforova, DEOL Partners Brand Manager.

The master class foresaw 4 sessions. The sessions covered such topics as Dealing with the Business Crisis, Using Newer Methods of Marketing Research, Differentiating Your Offering, and The Future of Marketing. At Q&A Session there was an opportunity to ask Philip Kotler about his vision on the marketing strategy for one’s company. On Maryna Rymarenko’s request Philip Kotler has revealed that his own source for ideas is close communication with CEOs.

Philip Kotler is a legend of marketing all over the world. Every single marketer and manager is familiar with his great works – Principles of Marketing, Marketing Management, Marketing For Hospitality And Tourism, Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations and many others. Due to Philip Kotler the world realized that marketing is not just advertising. As Mr. Kotler says – “Advertisment is just 10% of marketing”.