This month's interview:
Pierre Ferrer - UDA*
Cost House - What changes do you foresee in the marketing field and its various components?
PF - Companies still have difficulties defining the roles and responsibilities of their marketing organization. First, prerogatives of marketing and sales organizations must be clearly differentiated. Second, companies must separate marketing and communication functions. It is a 3 foot entity: sales, marketing and communication; it is great for stability but it can slow down the progression! [...]
Cost House - What was your motivation to support a reference Activity Based Costing model dedicated to marketing, sales and communication?
PF - UDA members always ask me what I think is the right price for various services used in communication and marketing campaigns. How much should I pay for a TV commercial, a page in a newspaper, the services of a singer, printing a booklet? This knowledge of standard costs for micro services helps to micro-manage purchasing activities. But I believe we lacked a more standardized, holistic approach of costs, which can help make strategic decisions. This is where Activity Based Costing and a marketing oriented model come in very handy. [...]
To find out more about UDA : www.uda.fr