1st Marketing Directors Forum reconnecting Marketing with Strategy, co-Organized with Boussias Communications

Tuesday, 10/12/2002

The 1ST MARKETING DIRECTORS FORUM, co-organized with Boussias Communications, was successfully held on December 6th, with the participation of about 300 executives and academics. The Forum was held in the framework of MARKETING EXPO 2002.

The conference was a huge success, a landmark in the debate on the return on investment (ROI) of the marketing function. Since the performance of the marketing function is difficult to assess, it is not a surprise that in times of financial distress the marketing budget is at a great risk. This is often due to the weakness of marketing to align itself with the strategic goals of the company and demonstrate its value. 

The Forum took a strategic view of marketing and addressed the following questions:

  • What are the strategic marketing elements that lead Greek firms in greater financial performance?
  • How can one view advertising as an investment?
  • What is the path towards a more accountable marketing function?

At the beginning of the Forum, which was held under the auspices of the Greek Advertisers Association, Antonis Gortzis, President of the Association, addressed the audience and emphasized the importance of such events.

Discussion topics, covered by ALBA faculty, included the following:

Market & Entrepreneurial Orientation: Drivers of Corporate Performance in the Greek Market
Dr. Vasilis Theoharakis, Assistant Professor of Marketing & Entrepreneurship, ALBA

Advertising as an Investment: Connecting Marketing Expenses with Performance
Dr. Demetrios Vakratsas, Assistant Professor of Marketing, McGill University, Canada
Visiting Professor of Marketing, ALBA

Building an Accountable Marketing Function
Dr. Antreas Athanassopoulos, Marketing Director, PIRAEUS BANK
Associate Professor of Services Operations Management, ALBA

Discussions topics, covered by distinguished Marketing practitioners, included:

Strategic Industrial Marketing: ''Mining'' of Know-How and Value from International Markets
Sergios Sarafopoulos, Business Development Director, SILVER & BARYTE ORES & MINING S.A.

Goodbye Product Manager, Welcome Customer Relationship Manager
Xenofon Hassapis, Commercial Director, SAP

In Store Promotion, TV Ads and Sales Decomposition
Martha-Martina Bada, Sales & Marketing Manager, ACNielsen

Continuous Relationship Marketing: Empowering our clients to achieve sustainable relationships with their customers
Kyrillos Papakyrillou, Marketing & Communications Director, LYKOS Group

Managing Global Brands: Is There Room for Local Insight?
Jonathan Rose, Strategic Marketing Manager, Coca-Cola Southeast Europe & Gulf Division

One of the Forum's highlights was the presentation of Dr. Theoharakis' research ''Contemporary Strategic Marketing & Entrepreneurship - The Greek Reality'', conducted in spring 2002, with the participation of 326 Greek and multinational companies operating in Greece. A special edition of the research results, sponsored by Boussias Communications, was available to all participants for free. If you would like to receive the research results, please contact the Communication Department.

The 1st Marketing Directors Forum was sponsored by GARDE PROMOTION LTD, SAP Hellas SA, ACNielsen SA, LOWE Athens, and PRIMUS CALL SA.

The 2nd Marketing Directors Forum will be held in 2003.