forumforfuturemarketing

ForumforfutureMarketing – Marketing of Sustainable Leaders

Introduction:

The evolutions of marketing goes on: Marketing is a process which depends on technical, economical and social progresses. A part of this process is the development of technology in general and in particular the development of technology in communication and digital media. Another aspect that we have to take into account is the fundamental importance of values in social relationships and the challenges which come from the discussion about globalization, the shortage of resources, global justice and the responsibility for living conditions of future generations. Based on the research and discussion of the following thesis a frame for future marketing was developed:

Thesis 1: Social Media (inclusive mobile media) has already changed the marketing environment. There are new structures in the relationship and communication between corporate organisations and customers, but also between customer and customer about corporations. This influence of socializing information of a corporate or product between customers and customers needs to be further researched.

Thesis 2: Social Media communicates topics and issues around products and corporations. Because of this development we also have to take into account information relating corporate responsibility and sustainable management since they are shared by the public and the individual.

Thesis 3: Marketing of Sustainable Leaders is a framework, which considers the changing economic environment and the emergent dimensions of future marketing. This concept of marketing futures is based on a dialogue of human spirit and values. This includes a sustainable marketing mix and sustainable marketing management.

The framework of the forumforfuturemarketing will be structured like this:

Part 1 – Analyzises: how does a changing world influence marketing?

The Role of Social Media e.g. Human Rigths Watch, Transparency, Enviroment, Consumer – The Impact of Footprints –

The role of NGO and the concept of Stageholder Dialog

The influence of new business model e.g. Bottom of Pyramide, Inclusive Business

The Role of Risc and Reputation Management in the new marketing framework

The international dimension: Dialog between Chinas and European Leaders

Part 2 – the goal of a new marketing approach: trust

Marketing within the triangle of rational, emotional and social aspects

How to overcome the lacking of trust in a new marketing

How to win trust in marketing

Success factors of the new marketing approach

The link between sustainable management and marketing

Part 3 – a new framework of marketing:

3.1 Reflection on Kotler et al. Marketing 3.0

3iModel, Marketing the Mission to the Consumer, Marketing the Values to the Employees, Marketing the Values to the Channel Partners, Marketing the Vision to the Shareholders, Delivering Socio-Cultural Transformation, Creating Emerging Market Entreneurs, Striving for Enviromental Sustainability

3.2 Creating an own framework of the forumforfuturemarketing

Marketing Strategy, the new brand management

Market Research: Sustainable consumer behavior

Marketing management: The 4 sustainable P`s,

Additional topics of the marketing of sustainable leaders: Shortage of resources, global justice, responsibility for living conditions of future generation

Marketing for Sustainability and Corporate (Social) Rsponsibility, Reporting, CSR-Report, Global Reporting Initiative e.g.

Corporte Communications, Public Relations, Creative Capitalism, Sponsoring, Philantropie, sustainable asset management

Part 4 Conclusion and evaluation

How can we evaluate the concept of marketing of sustainable leader?

How can validate the new concept?

Part 5 Case

Reflection on current cases

Checklist e.g.

Literature

Timeline:

Mo. 18.4 Lectures and discussion: topics of the e-book

Mo. 6.5./13.5./20.5./27.5. Presentation in the Seminar/Discussion of e-book