The pressure to succeed increases strong importance to the financial industry by the financial crisis on all sectors of the financial industry – so it is a challenge for the marketing, to measure successes and to demonstrate its importance. “The current study marketing and marketing success control in the investment industry” the coming Alpha consultancy shows how the industry of the subject takes care of. For this, 93 executives, managers and experts from the investment industry were interviewed. The study clearly shows that a strong importance in the investment industry attributed to the topic of marketing and its success control. Individual marketing objectives are evaluated to increase the efficiency and effectiveness of the measures. So use today already 72 percent of surveyed instruments of the success control, such as, for example, the documentation of Internet activities and customer deadlines.

The PR area is a screenings by 64 percent of those polled. A holistic and systematic marketing success control on the basis of strategic marketing decisions be taken, but fails. Measures such as customer surveys to identify such as branding and positioning to review the marketing goals are not enough used. “, Clemens Schuerhoff, is managing partner of advent alpha set. In the investment industry, there is need for a comprehensive evaluation to ensure the marketing objectives and to optimize individual measures. Marketing budgets are slumped in the wake of the financial crisis to an average of 16 percent. Greens. Overall, the experts look but positive in the future.

According to them, the marketing budget rise by 22 percent by 2012 back to the level of 2008 the expected increase in the budget is the development of coordinated marketing activities enable success controls occupy an important position in which should. “, says Tanja Zimmermann, head of marketing coming alpha.” “The study marketing and marketing success control in the investment industry” with detailed information about possibilities of success control. ../Kommalphastudien.php can be downloaded on the website of coming Alpha under free instruments and objectives. Contact Tanja Zimmermann + 49 511 3003468-2 be alpha institutional Consulting GmbH ship Graben 17 30159 Hannover fax + 49 511 3003468-9

Benefit donors, ineffective, contacter and informants success analyses for the pharmaceutical sales force are based mainly on the input-output methodology, the transfer quality, i.e. the details of individual relationship structure between Pharma speakers and the doctors looked after by them, is hardly the subject of investigations. But the importance of these approaches is growing. An approach of the Institute for economic analysis, consulting and strategizing (IFABS) helps this. Pharmaceutical speakers stand in a double competitive relationship: on the one hand with regard to sales representatives of competing companies, on the other hand with regard to alternative sources of information, which can use the doctors visited by them in the main Internet. In the context of the field monitoring project of sales talk insights”visited physicians were asked by Pharma consultants therefore usefulness in information the respective staff visit in relation to the two aforementioned areas had. P. Campbell, PhD for more clarity on the issue. For each Advisor could in this way for him Doctors looked after a competitive performance profiled are (fig. 1), that describes his contest-related benefits positioning.

The competitive performance results from the merging of profiles portfolio (fig. 2), which gives an insight into the general quality of benefit transfer by subgroups or entire staffs of the pharmaceutical sales force about the distribution of the four basic types: the founder of benefits provided by their doctors in regard to the competition external services, as well as on the Internet as an unrivalled, their benefit is hard to replace from the physician perspective. The inefficient are characterized by the contrary position of the customers. The Contacters understand in a personal conversation and conduct their contact to generate a positive balance of benefits, this record fails however negatively in comparison to other sources of information. The informants are inferior to its competitors in the personal contact, the quality of information that is mediated by them is from point of view of doctors but superior to the Internet sources, for example. due to the nature of the information composition or the way of explanation. Fig. 1: Fig. 2: on the subject: increase in success in the pharmaceutical distribution: the regional benchmarking customer satisfaction analysis for determination of customer care quality scores IFABS, sales representative / Klaus-Dieter Thill