From which sources does the MarCom function obtain its market knowledge about customers and competitors? What are operationalized and measurable communication goals? Which MarCom instruments are suitable for addressing certain target corridors? These questions and more were discussed yesterday, Friday, in the results workshop of the research project “Marketing Communication Performance Management” for the German-speaking large-scale plant construction industry.
In a comprehensive, qualitative study with marketing and MarCom managers from various German-speaking large-scale plant construction companies (n=34), our PhD student Carsten Paulus analyzed both challenges and opportunities of marketing communication in this highly complex, engineering-dominated environment. In particular, the focus was on demonstrating added value and measuring MarCom activities along clear objectives.
The study results could now be presented, validated and translated into practical recommendations for action in a final workshop at Zurich Airport together with representatives of some of the companies involved in the study. We would like to thank Andritz, Bucher Emhart Glass, Covestro, Doppelmayr, Heidelberger Druckmaschinen, Hitachi Zosen Inova, Liebherr, KUKA, Rieter, Siemens and Starrag for their valuable, practical input during the workshop, and all 34 companies involved in the data collection for their active assistance.
If you have questions or are interested in the topic, please contact Carsten Paulus directly.