Rafa Cera TOP CONSULTANT Senior management, marketing, management and innovation. Nominated for best teacher of Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories, Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company A few days ago they asked me in a webinar that I shared with businessmen what my recommendations were so that SMEs were not the business sector most affected by the crisis.

My answer was forceful: “THE MARKETING”.I am convinced that marketing, not just commercial communication Vanuatu Email List magnificent culture to be competitive in the markets. And I say culture, because marketing as a tool fails to achieve great competitiveness goals. The vocation of customer service must be the benchmark for the company, as well as its mission, must be to provide the best solution that the customer can find in their environment and all this has to generate profitability in the company These aspects are the determining factors that must permeate and determine all the decisions made in any organization. This perspective that I defend is why I speak of culture and not of marketing as a tool. Marketing as a tool helps in commercialization, but as a culture it generates competitive advantages, as long as you are a committed delegate of it. Marketing as a tool has the problem that WHAT to do is always more important to attract attention as a goal, while in the marketing culture WHAT is always the last and depends absolutely on FOR WHOM and TO GET WHAT value for that customer.

It is curious, but in my meetings with entrepreneurs I have had the opportunity to visualize behaviors and strategies launched in their companies and I have confirmed to them that what they were doing was clearly a reflection of the MARKETING culture and it was strange to observe how these entrepreneurs were surprised when it was done. He said. They are doing marketing without knowing it when they fulfill their commitments with the client, when they add a value that they did not expect, when they have said to a client: “I can’t do that, it is better if the competition does it”, etc? These are all examples of marketing culture. In the same way and even more frequently than the above, there are many entrepreneurs who insisted on showing me how important marketing was in their companies, the budgets they had available and how they had hired someone who knew a lot about design and advertising. These entrepreneurs were also very surprised when I told them that no, that what they did in the company was to use a tool called marketing, but that its impact would be limited, more limited than if the company had a marketing culture.

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