New PMA book features secrets of marketing gurus

What if the country’s marketing gurus told their secrets to success? It would probably feel like going through a crash course in advanced marketing–definitely a valuable experience for aspiring businessmen and young marketing practitioners. This is what the Philippine Marketing Association offers in a book it recently launched entitled "Marketing Shift: From Basics to Breakthroughs". This volume compiles personal accounts, insights and strategic learnings of veteran marketers and entrepreneurs from successful corporations.

Among the authors of the PMA book are Dr. Rolando Hortaleza, chairman and CEO of Splash Group of Companies; Lance Gokongwei, president and CEO of Cebu Pacific Air; and Josiah Go, president and chief marketing strategist of Mansmith and Fielders Inc.

Hortaleza delves into the essential of launching a new product category and how to penetrate a market dominated by giant brands. He traces the humble beginnings of the Splash beauty care line, which introduced product innovations to the facial care market.

Capitalizing on the effectiveness Extraderm Exfoliant, its first introduced astringent, the company set out to compete with the major facial cleansers. With strategic product pricing, placement and distribution and promotion, Extraderm Exfoliant captured a broad market share and became a household name among Filipinas. Dr. Hortaleza relates that Splash’s corporate strategy is primarily anchored on pioneering innovative products that provide utmost customer satisfaction.

Crisis marketing is probably one of the toughest and most challenging experiences in any business. Gokongwei of Cebu Pacific Air attests to this and recalls the trials he had to surmount in connection with the crash of one of its carriers in February 1998. Prior to this, Cebu Pacific enjoyed a notable market share and was popular for being a "low-fare, great-value and on-time" airline. How the company handled the crisis is an aspiring story of teamwork and sincere commitment to customers.

Go, editor of the PMA book, writes an integrating article that discusses the current shifts in marketing direction. His chapter focuses on the basic principles of marketing and the recent trends in the industry. He emphasized on product value advantage, as a fundamental marketing basic that can lead to success if coupled with innovative approaches and applications.

PMA’s "Marketing Shift: From Basics to Breakthroughs" book takes a serious look at the dynamic marketplace that requires scientific and creative moves and responses. It is currently available for P250 at all National Bookstores Nationwide.