• 10
    Jul

    Matching marketing to the type of innovation

    Different types of innovations require different marketing strategies. Incremental and breakthrough innovations, particularly, require different choices for marketing strategies, interactions between marketing and R&D, market research, advertising, and pricing. The five types of innovation occur at various points in the value chain and in different parts of the organization. Marketing of High-Technology Products and Innovations by Jakki Mohr, Sanjit Sengupta, ...
  • high intensity marketing
    12
    May

    Market positioning

    High Intensity Marketing by Idris Mootee   Idris Mootee defines the first phase of market positioning as selection of the four C’s: customers, competitors, cost structure & channel choice, and competitive advantage. These four elements allow a company to find a market segment where the company’s distinctive strengths are able to satisfy customer needs better than competitors. After the positioning plan is ...
  • postmodern marketing
    8
    May

    Post-Modern Marketing

    High Intensity Marketing by Idris Mootee   In the introduction to High Intensity Marketing by Idris Mootee, Jules Goddard gives his take on the evolution of marketing. He says “Post-Modern Marketing” encompasses on the complete value chain and is focused on the customer. For Goddard, winning at marketing requires “out-performing the competitor’s predictive models of customer response, essentially the skill of ...
  • 14
    Oct

    Strategic Marketing

    Marketing of High-Technology Products and Innovations by Mohr, Sengupta, and Slater   Mohr, Sengupta, and Slater present a proactive approach to marketing in Marketing of High-Technology Products and Innovations and write that “at its heart, marketing is a philosophy of doing business that reflects shared values and beliefs about the importance of creating value for customers by solving meaningful problems.” Marketing ...
  • four-pillars-of-marketing
    12
    Oct

    Marketing’s Fifth “P”

    The Four Pillars of Profit-Driven Marketing by Leslie Moeller and Edward Landry   The lack of focus on ROI within the discipline of marketing is the core theme of The Four Pillars of Profit-Driven Marketing. The authors note that marketing professionals do not pay enough attention to hard metrics to guide their work and investments. Moeller and Landry point out that ...