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On Friday the 4th of June 2010 Johan Van de Velde, managing director of Comith, was invited as a guest speaker at the business event B2B Days in Antwerp Expo. B2B Days is a contact- and networking event for companies in the Antwerp region.
He had the honour to explain the use of a marketing plan and how to start developing such a plan during one of eight top conferences. Today you can find - after a few minutes on Google - 101 marketing plans and step-by-step guidelines that are seemingly applicable right away. But what plan is most suitable for your company? In his presentation Johan fell back to the essentials. What do we want to market, to whom do we want to market it an how do we do that best?
He introduced the holistic marketing model, in which value creation for the customer, the own key competences and well thought-out network management are central.
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In a nutshell it says that, in our marketing plan, we have to consider our changing society, a society that's becoming more and more individualised and where the customer becomes more and more demanding. Focus on our product is no longer remunerative. We have to create value for our customer in order to convince him, and therefore we need to be fully aware of our own competences and realize when we better cooperate with a partner. To create value for the customer, we have to know exactly what the customer needs. CRM can help us with that.
In the second part of his presentation Johan shared a few concrete guidelines to put the theory of a well thought-out marketing plan into practice.
Dozens of business managers, entrepreneurs, product managers, marketing and communication managers, sales managers and web managers had subscribed for the conference.
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