ABSTRACT
This chapter examines Occupational Safety and Health (OSH) Practitioner Transformation Model on the need to "be cross-functional". A substantial amount of the content in this module relates to marketing of OSH products and/or services to external clients. The chapter discusses the fundamentals of marketing and the importance of creating a marketing strategy and it explains market analysis and the "5 C's"–Customers, Company, Competitors, Collaborators and Context. It examines the creation of a value proposition and market segmentation; targeting; positioning and capturing value, including the "4 P's"–Product, Place, Promotion and Price. The chapter discusses the importance of marketing in developing organisational awareness and interest in OSH. The marketing function will play a key role in identifying and meeting human and social needs, however, no amount of education and experience can create the creativity, empathy and intuition needed to be a great marketeer. Depending on specific needs, many organisations will look to implement a Customer Relationship Management system.
