Understanding the Differences: Market-driven strategy and market-driving strategy are two distinct approaches to marketing as a strategic function. Although the term “market-driving strategy” might raise some eyebrows, it is essential to recognize the disparities between these two methodologies. Market-driven strategy, the more conventional approach employed by 99% of firms, emphasizes understanding and responding to identified customer needs within existing or […]
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Last 2015, we conducted a survey on the ‘hirability’ of fresh graduates with the marketing heads of some of the biggest companies in the Philippines. We thank Albet Buddahim, vice president and chief marketing officer of the Primer Group of Companies, and Ampy Rio, chief marketing officer of Nutriasia, for answering our updated edition. Q1: When hiring fresh graduates for brand marketing work, what […]
Carlo Endaya is the Vice President and General Manager for the Domestic Tuna Business of Century Pacific, more popularly known for their Century Tuna products. He won the Mansmith Young Market Masters Awards (YMMA) in 2009. In this interview, he shares his passion for marketing and sustainability. Q1: What is the most pressing sustainability challenge facing the Tuna industry today, […]
I vividly recall a conversation 25 years ago, when Samie Lim eagerly introduced me to the concept of franchising. His group had secured the rights to represent US-based Francorp in the Philippines, enabling them to offer consulting services related to franchising. Their aim was to assist businesses in harnessing the power of the franchising business model for expansion. With this […]
Kristine Venturina is the Director for Shopper Marketing and Insighting of Unilab. She was a recipient of the Mansmith Young Market Masters Awards (YMMA) in 2015. Here, she shares her experience in shopper marketing. Q1: What are some of the biggest challenges you’ve faced as a shopper marketer, and how have you overcome them? A1: In shopper marketing like in […]
Bea Joson is the Deodorants Lead for Southeast Asia of Unilever. She won the Mansmith Young Market Masters Awards (YMMA) in 2020. In this interview, she shares her insights and experience on how to develop, manage and grow a portfolio of brands for maximum effectiveness and efficiency. Q1: How do you ensure that each brand has a distinct target market […]
Oscar Villamora is the Managing Director of URC. He is a recipient of the Mansmith Young Market Masters Awards (YMMA) in 2010. Here he shares his views on managing managers, in the field of sales and marketing. Q1: What do you think is the most significant challenge facing sales managers today, and how can they overcome it? A1: The first […]
I am thrilled to recount the success of the recently concluded 14th Mansmith Market Masters Conference (MMC) last May 17, 2023 in SMX Manila. Based on feedback, the event surpassed all expectations, leaving attendees enlightened and even wanting for more. This year’s MMC delivered four engaging sessions featuring a carefully curated panel of luminaries from the realms of marketing, entrepreneurship, […]
Dorothy Dee-Ching is Jollibee Philippines’ Head of Marketing. She won the Mansmith Young Market Masters Awards (YMMA) in 2016. She shares her insights about spotting marketing talent in this interview. Q1: In your decades of handling managerial talents, especially in marketing, how do you know you have chosen the right marketing talent? Are there traits you watch out for at […]
Even before PURPOSE claimed its own space in the growth equation of companies, Mansmith and Fielders had already owned a unique positioning in the training industry. Mansmith is not just a training and consulting firm with a specialized focus on marketing, sales, and innovation, it is the only company in its field driven by advocacy. This transition happened in 2004 […]