Press Release The Evergreen Playbook Releases Episode 007: Marketing as a Strategic Business Function
Featuring Alexander Schulze, Manager, Vivaldi Group
The Evergreen Playbook Releases Episode 007: "Marketing as a Strategic Business Function" with Alexander Schulze, Manager, Vivaldi Group
Alexander Schulze on market orientation, customer understanding and how marketing can contribute beyond promotion.
Kornwestheim, Germany · Feb 2025. The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on strategic marketing, market orientation, marketing leadership.
The Evergreen Playbook has published Episode 007: "Marketing as a Strategic Business Function", featuring Alexander Schulze, Manager at Vivaldi Group in a conversation about Strategic Marketing, Market Orientation, Marketing Leadership.
Alexander Schulze explains how marketing earns strategic influence through market orientation, customer insight and projects that create business impact.
Alexander Schulze on market orientation, customer understanding and how marketing can contribute beyond promotion.
Alexander works at a global marketing consultancy specialising in brand strategy, innovation and digital transformation across nutrition, retail, automotive and energy.
Alexander Schulze and David Göz discuss why marketing is often reduced to promotion, even though it can inform product, pricing, distribution and business strategy.
Schulze describes market orientation through customer understanding, competitor and industry knowledge, cultural context and projects that show marketing’s business impact.
"Marketing that only promotes doesn't build a business."
Key topics covered in this episode:
- Position marketing beyond communication: Marketing's strategic power lies in providing market-oriented insights that shape product, pricing, …
- Build internal credibility through lighthouse projects: You cannot reposition marketing overnight. Instead, create high-impact initiatives that solve real b…
- Understand your market across four dimensions: Before any campaign or strategy: analyse customer behaviour, competitive landscape, industry trends,…
Availability
Marketing as a Strategic Business Function is available now on:
About The Evergreen Playbook
The Evergreen Playbook is a marketing and strategy podcast for founders, marketers and business leaders in SMEs and startups. Each episode is built around one evergreen idea, a timeless principle behind lasting brand and business growth, and the expert who can explain why it matters. The show publishes video on YouTube and audio on Spotify and Apple Podcasts. The site currently lists 11 published episodes.
About David Göz
David Göz is a marketing strategist, consultant and the founder of Hexagram Creative, based in Kornwestheim, Germany. Through The Evergreen Playbook, he interviews experts in brand science, simplicity in marketing, B2B strategy, community marketing, storytelling, agency economics and small-brand growth. He is available for consulting, keynote speaking and panel moderation.
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