Uwe Peters

Marketing is a passion.
In my opinion marketing is something that applies to all products and services and whilst it helps to have a good understanding of the relevant products and or technology to be marketed it is not entirely necessary as the basic concepts, techniques and tools used are similar whether you are marketing soap powder, sophisticated technology, financial services or clothes.

Marketing starts when a product (when we say product we mean goods and services) is still in the conceptual stage with market research gathering intelligence about the needs and desires of the proposed market for your product. Different markets can be, but not limited to, geographical markets, industries or industry segments, age groups, people with certain income, etc. Products are generally marketed in a B2C (Business to Customer) or B2B (Business to Business) environment.

Once the product has been developed and manufactured it is ready to be marketed - this is what many people think marketing is all about promoting an existing product. Marketing is much more and if done well starts long before the product is manufactured and carries on long after. Marketing is a highly complex and dynamic mechanism, which needs to be tuned as things happen. Why? Because nothing is more constant than change. Markets are changing, people are changing, opinions are changing, and one has to make sure Marketing as an instrument understands what is happening in a given market in order to change the way it is operating and continue to market the product successfully.

Years ago when I started my professional career, things like websites, e-Marketing, On-line Marketing and Search Engine Marketing did not exist. Today you are out of business if you do not understand this - still very new – environment. Marketing is a challenge and I enjoy using my entire toolbox which is filled with traditional marketing concepts as well as new and emerging marketing tools and mechanisms .

Market Research & Analysis,   Marketing Strategy,   Tactical Marketing,   Branding,   On-line Marketing,   Effectiveness & Measurement,   etc.