The Newspaper realizes an interview to the expert in marketing, Philip Kotler, in whom the subject of the relevance is approached that is acquiring digital marketing and the necessity to incorporate it to the management of the companies.

In an interview it said that “marketing is all the mentality of the company in relation to its clients and opportunities”. Can a company be successful without the suitable strategy of marketing?

The companies have different visions on the function from the marketing department. About the worse one of the cases, the company thinks that marketing makes some investigations and organizes the announcements and pamphlets. This point of view prevails to the company than marketing it can make better for the company, that is to say, really participate in the search of opportunities and the construction and development of the strategy. The illustrated companies more see marketing like the sum of 4P (product, price, promotion and distribution) for each one of the supplies of the company. To this one at least dedicates to the commercialization in the development of new products and its prices.

But to watch 4P no longer is enough today

Indeed. For this reason, some livened up companies more concentrate also in the segmentation of the market, they choose the best opportunities and they clearly leave with strong supplies and a positioning. But, unfortunately, few great companies see marketing like the departure point of their strategy. These companies want that their company is a machine lubricated and oriented by the client. Those are oriented by the client and it at any moment orients.

Which are the keys of a strategy of global marketing for a company that it tries to compete at present of global form?

First, all the companies must think of global form as much to be conscious than the companies in his industry they are doing in other parts of the world like detecting the opportunities at other places of the planet. In addition, a company does not have to go to everybody, but to construct bases in those places that assure the best opportunity to him. In order to be successful in these places, the company must be arranged to fit its supplies, prices, channels and the promotion instead of to use a standard of marketing mix. Therefore, if Ikea wants to be successful selling beds in the Netherlands, it must make beds greater, because the Dutch are highest of Europe. Finally, international marketing demands to include/understand the calls new cultures, to speak new languages, and to know the policy and the laws the country. You cannot put to your weaker people in these situations with the hope to be successful abroad. It takes the best ones.

You insist on the success of Starbucks, that administers to the “paper of the emotion and the experience of the client in the configuration of the preferences of this”

Starbucks is a success mark, since it as much makes rational as alongside alongside emotional a call of a coffee drinker. It offers a great variety of coffee drinks to satisfy the diversity with the human preferences. At the same time, when the people enter a Starbucks, they can sit down, make calls telephone, use its computer and remain all along that they want. All the marks of success must reach an emotional joining point in the client. By these companies, or a book or Starbucks, people feels love.

What must make the companies to prevail in the era of marketing 2.0?

If a company has still not resorted to digital marketing, soon it will remain obsolete. The announcements of traditional means, especially the commercial spots of 20 seconds are losing effectiveness. I would like to advise to the companies that develop to an excellent page Web that likes people and they use that it. Of step, it would say to them that they contracted one or younger freaks than understands social mass media and the influence of these means (YouTube, Facebook, My Space, Wikipedia, blog, podcasts, etc.). Asegúrate of which you have people whom it supervises and it watches what it is said about your company and on your competitors in social mass media, because the mouth mouth, is this a favor or in your con, will have an impact greater than all the announcements that you pay.

To understand stock-market

One of books with thrown major at the moment is the men whom they did not love the women, of Stieg Larsson; next we have wanted to rescue a fragment, that at the present time certainly aid to more than one. One is the complex world of stock-market.

- To say that the economy of Sweden is on the verge of being shipwrecked is an authentic triviality - fast Mikael like a ray talked back.

 “The one of TV4” it remained perplex. The answer did not follow the landlord that it waited for, so that she was forced to improvise. Immediately afterwards it formulated the question to him that it had been hoping:

- Now same we are happening through the worse stock-exchange fall of the history of Sweden… You mean that is a triviality?

- It is necessary to distinguish between two things: the Swedish economy and the Swedish market of stock-market. The Swedish economy is constituted by the sum of all the services and merchandize that take place in the country day after day. They are the telephones of Ericsson, the cars of Volvo, the chickens of Scan and all the transports of the country, from Kiruna to Skövde. That is the Swedish economy. And today is fort equal that for one week. - A pause Made rhetorical and drank a water drink. Stock-market is something completely different. There there is no economy that is worth, neither production of merchandize, nor of services. Simple fantasies; from one hour to another one one said if this company or the one of further on is worth I do not know how many thousands of million more or less. It does not have absolutely anything to do with the reality nor with the Swedish economy.

-So you mean that it does not concern anything that stock-market is falling in mincemeat?

- No, it does not concern absolutely anything - Mikael with a tired and resigned voice answered that sounded like an oracle. (Those words hers were going to be mentioned not very often during the year). Mikael continued: It only means that a pile of speculators is transferring their stock-exchange posters of the Swedish companies to the Germans. True financial rats to which a reporter something braver had to put in evidence and to identify like the traitors of the country. They are those that systematic and, perhaps, unconsciously even damage the Swedish economy to satisfy the spirits with profit of their clients.

Soon “the one of TV4” he committed the error to exactly formulate the question that Mikael wanted to hear.

-You mean, then, that the mass media do not have any responsibility?

- All the opposite, has a very great responsibility. For more than 20 years a great number of economy reporters has resigned to control to Hans-Erik Wennerström. Rather on the contrary: they have contributed to consolidate its prestige by means of absurd pictures in they idolized which it. If they had done its work during all those years, nowadays we would not be in this situation.