The 10th bi-annual issue:

'The Chartered Marketer'

The Moment: The 10th Bi-Annual Issue of the "The Chartered Marketer". It's momentous. It's opportune. It's compelling. A studied look at the contents of this issue brings into focus, the all pervading scenarios - the economic down-turn, the post-war opportunities and the anticipated up-turn - and the crucial role Marketing and Marketing Professionals are poised to play, to make happen that which is waiting to happen.

The content is comprehensive and contextually involves the core marketing elements crucial to impact the current and emerging scenarios. To me it is a happy opportunity, this issue affords, to write this note of appreciation.

The moment, as I stated, is not only momentous, opportune and compelling, but also a defining moment for Marketing in Sri Lanka. The insights, comments and observations establish the fact that Marketing is the need of the moment. Not only for Business, but also for the Nation, as a whole and everything it has to offer it's people and the world.

As the Chairman of CIM, Shiraz Latiff notes ".. marketing has now moved into the Boardroom..." Though belated, it acknowledges that Marketing's contribution to the growth and development of Corporate Entities and the Nation itself, is no longer in question. This is what the 10th Issue of the 'The Chartered Marketer' with its contributions from eminent Marketers, reinforces. Marketing builds brands and brands build business, whether it is the business of Good Governance, State-owned Enterprises or Private Enterprises, marketing has to be recognized and acknowledged as a powerful discipline that delivers results. It is a discipline that has at it's core a vital element - people. People and what they think and what they feel is a crucial component of the success equation. Marketing is about people - the consumer. Their aspirations, their ambitions, their hopes, their dreams, their needs and wants, their life itself are insights that only Marketing and Professional Marketers can detect and determine and develop effective communication strategies that connect with and engage the consumer and deliver the desired results The 10th issue of the 'The Chartered Marketer' establishes beyond doubt that Marketing needs to connect with and engage the people more so in these "two salient scenarios - the down-turn and the post-war opportunities", as the Editor of the "The Chartered Marketer", Nimal Gunawardene observes. That is the challenge. Marketing and Professional Marketers are knowledgeable, informed and ready to take it on and help achieve the anticipated up-turn.

In my current position as a Consultant specializing in Brand and Brand communication Strategy built on Consumer Insights, I have personally observed, in my interaction with consumer groups, a feeling of cautious optimism and guarded expectations. Not a totally positive indicator of an up-turn. However, what is most encouraging is that the inherent desire to level-up the quality of life is still very much alive and vibrant. This Issue of the 'The Chartered Marketer" bears ample testimony to this observation.

The 10th Issue of the "The Chartered Marketer" is refreshingly vibrant not only in it's new presentation, but also in the vibrancy of it's insightful, pertinent and meaningful content. My best wishes to all those Professionals who contributed to make this issue what it is - Professionally Outstanding and Functionally Relevant to the times.

- Stanley Carvalho

(The writer holds a Bachelor of Commerce Degree and an MBA from the School of Business, University of Massachusetts, USA).