Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise

 

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"Marketing Strategy: The Marketing Budget"

Marketing Strategy: 
The Marketing Budget

By Ralph E. Grabowski

IEEE Entrepreneurs' Network (ENET)
Tuesday, March 6, 2007, Waltham MA

 

 
 

Abstract
Dinner and meeting of the IEEE ENET
They said it!
New data
About the guest speaker
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PDF handout, flyer suitable for posting - 2 pages, 0.3 MB
PDF slides and transcript - 33 pages, 4 MB
Directions and map

 

They said it!

"This is a meeting you must not miss.  Failure to properly conceive, describe, and execute a marketing program is one of the leading causes of disaster in all kinds of companies from early stage to the most mature.  If you have invented the wrong thing, failed to find out who is actually going to pay you for it, and don't know how to reach the real customers, you've got problems."

Fausto Molinet, Chair Emeritus, IEEE ENET

"Engineering firms neglect marketing at their own peril.  Skimping on market research can prove a fatal flaw.  The Grabowski Ratio™ has been a subject of interest in engineering and marketing circles since Grabowski introduced it to the MIT Enterprise Forum."

"Why good products fail"  Robert Weisman, the Boston Globe, January 14, 2007

"It's easy to lose money in undirected innovation.  History bears out that success comes by targeting your innovation correctly.

“Market Research is the fundamental intellectual discipline underlying the creation of effective business strategy.  Strategy must be based on facts, not on wishes.

Professor Barry Unger, co-founder of the MIT Enterprise Forum and, as a Presidential Appointee, co-author of the SBIR Act.

“I believe in the M/E Ratio™; in putting significant resources into the Front End Marketing process to validate real customer needs.”

Thomas J. Vaughan Jr., P.E., Chairman, IEEE Boston Consultants Network

 

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Abstract
Dinner and meeting of the IEEE ENET
They said it!
New data
About the guest speaker
Dig deeper
PDF handout, flyer suitable for posting - 2 pages, 0.3 MB
PDF slides and transcript - 33 pages, 4 MB
Directions and map

 
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