{"id":7843,"date":"2026-02-15T19:00:52","date_gmt":"2026-02-15T17:00:52","guid":{"rendered":"https:\/\/www.megapikselstuudio.ee\/?p=7843"},"modified":"2026-03-24T13:53:33","modified_gmt":"2026-03-24T11:53:33","slug":"eesti-jargmine-kasv-soltub-tegevjuhtide-turundusharitusest","status":"publish","type":"post","link":"https:\/\/www.megapikselstuudio.ee\/en\/eesti-jargmine-kasv-soltub-tegevjuhtide-turundusharitusest\/","title":{"rendered":"Best Marketing article: Estonia's next wave of growth depends on CEOs' marketing literacy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7843\" class=\"elementor elementor-7843\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6b588c49 e-flex e-con-boxed e-con e-parent\" data-id=\"6b588c49\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-649f7acc elementor-widget elementor-widget-text-editor\" data-id=\"649f7acc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p><p>\u201eEestis on palju tugevaid ettev\u00f5tteid, kellel on kvaliteetsed tooted ja oskuslikud meeskonnad. Ometi j\u00e4\u00e4b paljude kasv \u00fcks hetk pidama,\u201c kirjutab Andreas Unt arvamuskonkursile Tark Turundus saadetud loos.<\/p><div class=\"styles_article-paragraph__PM82c\">Turunduseelarve moodustab kodumaistes ettev\u00f5tetes keskmiselt 3,2% k\u00e4ibest. Maailmas keskmine on 7,7%. Eestis suurim osakaal 48% investeeritakse reklaami ja br\u00e4ndi k\u00f5igest 15%. Meie ettev\u00f5tted elavad justkui pool aastat korraga ja ei m\u00f5elda pikaajalise kasvu peale. Tegevjuhtide silmapiir on v\u00e4ga l\u00e4hedal ja ei n\u00e4hta puude taga metsa.<\/div><div class=\"styles_article-paragraph__PM82c\">Oluline barj\u00e4\u00e4r on turundusliku m\u00f5ttemudeli puudumine juhtkonna tasandil. Kui turundus ei ole juhtimise osa, t\u00fchistatakse head kasvuideed ning j\u00e4\u00e4dakse lootma, et varsti kasvab orgaaniline turun\u00f5udlus ning kliendid leiavad ise tee nende juurde.<\/div><div class=\"fragment fragment-html fragment-html--paragraph\"><p>\u00a0<\/p><\/div><div class=\"fragment fragment-html fragment-html--paragraph\"><h4>Probleem: kasvuotsused s\u00fcnnivad kuulujuttude, mitte teadmiste pealt<\/h4><div class=\"styles_article-paragraph__PM82c\">Oma t\u00f6\u00f6s olen kohtunud sadade tegevjuhtidega. Tahe kasvada on, kuid arusaamad turundusest on sageli pinnapealsed. Kohtumistel kuuleb tihti v\u00e4iteid:<\/div><ul class=\"styles_article-unordered-list__nkCTy\"><li>\u201eNo kes see t\u00e4nap\u00e4eval uudiskirju avab?\u201c<\/li><li>\u201eTikTokis on ainult noored.\u201c<\/li><li>\u201eMe proovisime Facebooki reklaami, aga see ei toiminud.\u201c<\/li><li>\u201ePalju see \u00fcks sotsiaalmeediapostitus m\u00fc\u00fcki t\u00f5i?\u201c<\/li><\/ul><div class=\"styles_article-paragraph__PM82c\">Need v\u00e4ited ei p\u00f5hine andmetel. Need on muljed. Kui selliste muljete alusel kujundatakse strateegia ja m\u00e4\u00e4ratakse eelarve, ei ole v\u00f5imalik areneda. Nii t\u00fchistataksegi kasvuideed, sest neid lihtsalt ei hoomata. Puuduvad vajalikud taustateadmised, terminoloogia nende m\u00f5istmiseks ja ei teki loogilist seost \u00e4ri visiooniga.<\/div><\/div><p>\u00a0<\/p><h4>Miks see nii on?<\/h4><div class=\"fragment fragment-html fragment-html--paragraph\"><div class=\"fragment fragment-html fragment-html--paragraph\"><div class=\"styles_article-paragraph__PM82c\">Suur hulk t\u00e4naseid otsustajaid alustasid ettev\u00f5tlusega ajal, mil oli v\u00e4he konkurente ning n\u00f5udlus tuli iseenesest. Sel perioodil kujunes arusaam, et turundus on pigem kulu kui tuluallikas.<\/div><div class=\"styles_article-paragraph__PM82c\">Lisaks on m\u00e4rkimisv\u00e4\u00e4rne osa juhte t\u00f5usnud tippu finants- v\u00f5i tootmisvaldkonnast. Sellest tulenevalt on juhtimises kesksel kohal optimeerimine: kuidas teha rohkem v\u00e4hemaga. Viljar Arakas on \u00f6elnud: \u201eInimesed, kes on kasvanud ettev\u00f5tte juhtideks l\u00e4bi finantside, juhivad ettev\u00f5tet l\u00e4bi bilansi. Minu esimene t\u00f6\u00f6koht oli m\u00fc\u00fcgimees ja ma olen kogu elu juhtinud oma ettev\u00f5tet p\u00f5him\u00f5ttega: homne tulu peab olema suurem kui eilne\u201c.<\/div><div class=\"styles_article-paragraph__PM82c\">P\u00f5hjus, miks iga turundustegevust soovitakse siduda m\u00fc\u00fcgiga, on lihtsalt see, et ei n\u00e4hta kogu turundusahelat. Kui pood kaubanduskeskuses ei m\u00fc\u00fc, siis tegevjuhile ei tule ju p\u00e4he kutsuda klienditeenindaja vaibale. Ta pigem m\u00f5tleb, kas see kaubanduskeskus on ikka hea asukoha peal. Ta suudab n\u00e4ha rohkem p\u00f5hjus-tagaj\u00e4rg seoseid.<\/div><\/div><\/div><p>\u00a0<\/p><h4>Tagaj\u00e4rg: kasv j\u00e4\u00e4b saavutamata<\/h4><p><span style=\"font-weight: 400;\">Kui turundusotsuseid tehakse l\u00fcnklike arusaamade pinnalt, j\u00e4\u00e4b firma: a) s\u00f5ltuvusse hinnakonkurentsist; b) haavatavaks n\u00f5udluse k\u00f5ikumistele; c) n\u00e4htamatuks rahvusvahelisel turul. Turundus ei ole reklaamide tellimine. See on turu kujundamine, positsiooni v\u00f5tmine ja n\u00f5udluse loomine. Juhtimisotsus, mitte \u00fcksik taktikaline tegevus.<\/span><\/p><p>\u00a0<\/p><h4>Lahendused: kasvatame turundustarka juhtimist<\/h4><p>Eesm\u00e4rk ei ole juhte kritiseerida. Eesm\u00e4rk on luua keskkond, kus turunduslik m\u00f5tlemine on loomulik osa strateegiast. Selleks vajame laiapindset l\u00e4henemist.<\/p><p>\u00a0<\/p><h4>1. Tegevjuhtidele suunatud turundus\u00f5pe<\/h4><p>TalTech, EBS v\u00f5i \u00fclikoolide mikrokraadid ja arenguprogrammid v\u00f5iksid pakkuda selgelt defineeritud kursust, n\u00e4iteks nimega \u201eTurundus tegevjuhtidele\u201c. Programmis tooks esile turunduse alust\u00f5ed, millest kasvavad ettev\u00f5tted l\u00e4htuvad. Nagu n\u00e4iteks \u201eLes Binet\u2019 pika- ja l\u00fchiajalised m\u00f5jud\u201c v\u00f5i \u201eByron Sharpi eristuvad br\u00e4ndiatribuudid\u201c. Anda tegevjuhtidele olulised teadmissambad, et nad oskaksid informeeritumaid kasvuotsuseid langetada.<\/p><p>\u00a0<\/p><h4>2.\u00a0Turundustarkade tegevjuhtide esile toomine<\/h4><p>\u00dchiskondlik eeskuju kujundab hoiakuid. Kuldmunal A. Le Coqi endisele tegevjuhile Tarmo Noopile antud tunnustus \u201ePanus Eesti turundusse\u201c oli hea samm ja samasuguseid lugusid on vaja rohkem. N\u00e4iteks Uku Tomikase roll Messente mitmekordses kasvus v\u00f5i Jaanus Vihandi koosloome turundusosakonnaga Coopis v\u00e4\u00e4rivad laiemat k\u00e4sitlemist. Need on edulood, kus turundustark tegevjuht on olnud turunduses aktiivne osaleja ja see on viinud ajalooliste kasumiteni.<\/p><p>\u00a0<\/p><h4>3.\u00a0Turunduse matemaatilise poole n\u00e4htavaks tegemine<\/h4><p>Turundus ei ole \u00fcksnes looming ja tunnetus. See on andmete t\u00f5lgendamine, t\u00f5en\u00e4osuste haldamine ja investeeringute tasuvuse modelleerimine. Kui juhid n\u00e4evad seoseid turundustegevuste ja \u00e4rikasvu vahel, tekib arusaam turunduse rollist ning suurenevad kasvuks vajalikud eelarved.<\/p><p>\u00a0<\/p><h4>\u00dcleskutse: kasvatame turundusliku m\u00f5tteviisi taset \u00fchiselt<\/h4><div class=\"styles_article-paragraph__PM82c\">Turundajad ei saa olla n\u00f6rdinud selle \u00fcle, et juhid ei m\u00f5ista turundust. Me ei saa eeldada, et keskmine tegevjuht tajub teemat ilma, et talle seda sisuliselt avatakse. Turundajate roll on harida, selgitada ja tuua n\u00e4iteid. Panustada ekstratunnid tehes enda tegevjuhile \u00f5petuslikke esitlusi, raamatukokkuv\u00f5tteid, r\u00e4\u00e4kida tulemuslikest kaasustest mujalt maailmast.<\/div><div class=\"styles_article-paragraph__PM82c\">Meil on Eestis palju tooteid, mille kvaliteet ei j\u00e4\u00e4 alla maailma tippudele. Selleks, et me konkureeriks tippm\u00e4ngijatega, peab turundus muutuma Eesti organisatsioonide juhtimise loomulikuks osaks. Kui tegevjuhid m\u00f5istavad turunduse rolli kasvus, v\u00f5idab sellest Eesti majandus.<\/div><div class=\"styles_article-paragraph__PM82c\">Viime targa turunduse iga Eesti tegevjuhi m\u00f5ttemudelitesse.<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e41df9 elementor-widget elementor-widget-heading\" data-id=\"9e41df9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Uuri lisa<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eaf5793 elementor-widget elementor-widget-shortcode\" data-id=\"eaf5793\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><script>\n\/\/----------------------------------------------------------\n\/\/------ JAVASCRIPT HOOK FUNCTIONS FOR GRAVITY FORMS -------\n\/\/----------------------------------------------------------\n\nif ( ! gform ) {\n\tdocument.addEventListener( 'gform_main_scripts_loaded', function() { gform.scriptsLoaded = true; } );\n\tdocument.addEventListener( 'gform\/theme\/scripts_loaded', function() { gform.themeScriptsLoaded = true; } );\n\twindow.addEventListener( 'DOMContentLoaded', function() { gform.domLoaded = true; } );\n\n\tvar gform = {\n\t\tdomLoaded: false,\n\t\tscriptsLoaded: false,\n\t\tthemeScriptsLoaded: false,\n\t\tisFormEditor: () => typeof InitializeEditor === 'function',\n\n\t\t\/**\n\t\t * @deprecated 2.9 the use of initializeOnLoaded in the form editor context is deprecated.\n\t\t * @remove-in 4.0 this function will not check for gform.isFormEditor().\n\t\t *\/\n\t\tcallIfLoaded: function ( fn ) {\n\t\t\tif ( gform.domLoaded && 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Ometi j\u00e4\u00e4b paljude kasv \u00fcks hetk pidama,\u201c kirjutab Andreas Unt arvamuskonkursile Tark Turundus saadetud loos. Turunduseelarve moodustab kodumaistes ettev\u00f5tetes keskmiselt 3,2% k\u00e4ibest. Maailmas keskmine on 7,7%. Eestis suurim osakaal 48% investeeritakse reklaami ja br\u00e4ndi k\u00f5igest 15%. Meie ettev\u00f5tted elavad justkui pool aastat [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":7844,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[116],"tags":[],"class_list":["post-7843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogi"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Best Marketing artikkel: Eesti j\u00e4rgmine kasv s\u00f5ltub tegevjuhtide turundusharitusest - Megapikselstuudio<\/title>\n<meta name=\"description\" content=\"Eesti ettev\u00f5tete kasv pidurdub, kui turundus ei kuulu juhtimise juurde. 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