Marketing seems to summarise lots of widely differing interpretation and approaches. The way we see marketing presents a strong connection to strategy definition. Peter Drucker summarised the organisation's core focus very well by stating that due to the purpose of creating and keeping customers, it has only two central value-added functions – marketing and innovation (Drucker, 1977). Consequently it is not just a realisation of an advertising campaign, it is about sensing (future) customer's need in an anticipated business environment. Ironically, customer needs usually have to be created first; as learned in this project:
Project title:
Market development opportunities in the Chinese non-life insurance sector
Category:
Business economy / IB
Period:
2008 - 2009
Geographical scope:
China
Core research question:
What is the economic justification for entering and penetrating the Chinese commercial non-life insurance market? Which market entry strategy to be applied?
