Sandra Rapo, Dipl. Ecc:

Marketing Expert For The Development And Promotion Of Brands Spending On Marketing – Investment Or Expense?

During the two decades of my career, I’ve had the unique privilege of acquiring knowhow from the best authorities in seven Serbian and multinational companies about the management of successful working processes, teams of people and ways of making business decisions.

Sandra Rapo

I’ve familiarised myself with the advantages, but also the constraints, that management faces generally, and especially in the marketing domain.

The array of market niches in which I have researched markets and competition, and set up and implemented sales, marketing and advertising strategies, has been extremely wide. Over the course of time, the necessity to advertise the products and services of these companies became ever greater, while the understanding of individual management structures of the need to invest in marketing activities, unfortunately, reduced. In most cases, for subjective or objective reasons, marketing was viewed as an expense on the balance sheet, not as an investment that would increase the balance. The constraints I confronted were a challenge for me. Over time, my pragmatism, dedication and desire for personal and career advancement increased. I developed business presentation and negotiation skills, and achieved a high level of effective communication. The success of this was reflected in the trust I received from management and the fact that spending on marketing is indeed a long-term investment.

Marketing “Tsunami”: The market became turbulent and tight for all stakeholders a long time ago. Key changes increasingly occur “overnight”. Top management increasingly resorts to exclusively economic and creative solutions that can be realized quickly. I am pleased to discover that in recent years many Serbian companies have made a major shift in their focus from the traditional way of considering spending on marketing as an expense and invested in new technologies and communication channels that have enabled them to “survive” the new trends of the marketing “tsunami” and secure increased profits.

I am pleased to discover that in recent years many Serbian companies have made a major shift in their focus from the traditional way of considering spending on marketing as an expense and invested in new technologies and communication channels that have enabled them to “survive” the new trends of the marketing “tsunami” and secure increased profits

Filigree approach to marketing: If we take into consideration that competition is “more awake and active” than ever before, that new technologies “enchant” us with their communication “at a click” capabilities, and that consumers and investors’ project are increasingly demanding, the question arises as to how to respond to the increasingly demanding challenges and arrive at a WIN-WIN strategy. The answer is simple. By being continuously up-to-date with newly emerging trends. Smaller or larger brands, local or global giants, do not close their eyes before the marketing “tsunami” and the need for a unique approach to devising marketing strategies and advertising campaigns. Marketing experts predict that only those companies that plan, lead and finance their marketing activities over the long term with a filigree approach will secure multiple increases in sales and profits for themselves.