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Marketing
Leadership
Series
The
Marketing Leadership Series is a special grouping of papers that stand out and
which, taken together, demonstrate how Marketing (as differentiated from
promoting and selling) delivers leadership to all aspects of the
corporation. Marketing steers the enterprise.
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Who
Is Going To Buy The Darn Thing?
first
laid out the surprising, counterintuitive evidence showing that
successful technology-based enterprises invest more in market research
than in engineering.
- Find
out why companies fail and how to make yours successful
- Learn
the only formula to budget front-end Marketing
- Discover
the one dimension that matters
Your
evidence of the relationship between Market Research and success is
right on!" Michael S. Dell, Founder, Chairman, and CEO of
Dell Computer Corporation.
"Earth
shaking data! Wakes people up."
David
English, Greater Nashua Software Entrepreneurs' Group (GNSEG)
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The
Board of Directors; Vital Partner for a VoC Culture
-
Tools to enlist the
Board of Directors as your partner
-
Twenty questions
for the Board to establish a VoC Culture
-
Unique
data reveals VoC investment for success
Product
Development and Management Association (PDMA) 9th Annual Voice of the
Customer (VoC) Conference, December 4-6, San Diego, CA.
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Marketing
Strategy:
The Marketing Budget
Ralph
Grabowski will illustrate how much effort goes into the fact-gathering,
analytical front-end process to identify needs, customers, and
opportunities; and will quantify that investment.
The
author has gathered data on how much companies actually invest in Front
End Marketing. This is an engineering approach; gather data then
take action based on data.
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What
Do Customers Want?
Upstream
market research is early intervention to validate and size the
business opportunity, to guide engineering to develop products
that deliver benefits that customers are willing to spend money to
receive, and to steer the enterprise.
Real-life
examples illustrate what marketing should be doing, how to go about it,
and how good market research relates to the product development
process. Tools will be demonstrated to address high
market-place dynamics, rapid technology changes, and the interaction
between market research and technology. |
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