PM calls for a global marketing policyBangladesh Sangbad Sangstha . Dhaka
Prime minister Sheikh Hasina on Thursday called for a global marketing policy for moderating both consumer and market behaviour in such a manner that brings a greater balance between the interests of businesses and consumers.
‘We should give priority to customer focused growth that creates decent employment and ensures social co-benefits in the areas of health, education and governance, and in view of this,’ she said adding that business-marketing-development nexus should be carefully examined.
The prime minister said this while launching a three-day first ever World Marketing Summit (WMS) at Bangabandhu International Conference Centre in Dhaka on Thursday.
She said global crises have reinforced the realisation among them that global problems and issues need to be dealt collectively in search for global solutions. ‘And, it is critically important for us to look for creative options and innovations,’ she added.
Marketing policy should influence and moderate demand for goods and services to constrain unreasonable consumption aimed at reducing unsustainable exploitation of natural resources, cut wastes, global pollution and emission, she said calling for a collective efforts, creative options and innovations for attainment of the national and internationally agreed goals, such as the MDGs.
World Marketing Summit is an initiative of influential marketer Professor Philip Kotler co-hosted by the foreign ministry with the objective of ‘Creating a Better World through Marketing’. It is registered in Canada and has operational office in Bangladesh.
Foreign minister Dipu Moni, founder of WMS and professor of International Marketing Kellogg School of Management, Northwestern University, IL, USA Philip Kotler and secretary general of UNCTAD Supachai Panitchpakdi, spoke, among others, on the occasion while additional foreign secretary Mostafa Kamal gave the welcome address.
Around 60 business leaders, entrepreneurs and heads of corporate bodies from across the world are taking part in the summit, which primary purpose is to showcase the strengths of marketing in approaching global problems that humanity has been striving hard to resolve for centuries.
Hasina congratulated Kotler for taking the lead in searching for newer approaches from the viewpoint of a well established discipline such as Marketing to resolve the global crisis by engaging best minds from the world of business, research and politics.
The summit has generated extensive interest among global marketing minds, business leaders, academics, policy planners and the media, she said.
Hasina said marketing, which traditionally considered as a vehicle for expanding markets for products and services, can be used as a tool for moderating both consumer and market behaviour, bringing greater balance between business interest and consumer interests and influencing demand for goods and services.
Laying importance on examining the business-marketing-development nexus carefully, she said, ‘Our priority should include customer focused growth that creates decent employment and ensures social co-benefits in the areas of health, education and governance.’
The summit will one day emerge as a truly global platform that will offer the corporate business world and governments with new perspectives and market based solutions towards enhancing the welfare of the people and creating a better world, she hoped.
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