Marketers need to work together to innovate the marketing enviro

17 Sep 2013 08:30
WINDHOEK, 17 SEP (NAMPA) - The world of business globally is changing very fast, and progressive individuals and organisations have to work together to innovate the marketing environment, the Rector of the Polytechnic of Namibia (PoN) has said.
Speaking during a workshop on Marketing/Innovation Interface here last Friday, Dr Tjama Tjivikua said people cannot be in marketing and not talk innovation, as every innovation needs to be backed and supported by marketing, which is an essential ingredient in taking an idea to commercial value.
The event was sponsored by the Polytechnic's Marketing Department as part of its rebranding and transitioning to the University of Science and Technology.
Tjivikua explained that marketing innovations are aimed at better addressing customer needs, opening up new markets or newly positioning a firm's product on the market with the objective of increasing the firm's sales.
The rector further said it is now an accepted principle in most fields of endeavour that through collaboration with partners in the business, Government and the community sectors, they can achieve and progress much more and faster.
Therefore, a forum of this type is the key to forging relationships with their partners and stakeholders, and the benefits of cooperation can deliver value for all.
Tjivikua noted that working together and also getting a better grip of the marketing/innovation interface will not only lead to accelerated progress in innovation, but also to new and better ways of marketing.
Thus, their delivery of goods and services to the community and the world at large will be enhanced.