Monday, May 12, 2008

Strategic Marketing: you can measure results and they're not pretty

Top selling marketing guru Kevin Clancy's appearance before an enthusiastic group of ASP members joined by colleagues from the Society for Competitive Intelligence Professionals (SCIP) was a highlight of the last four weeks. Assisted by the generous provision of a meeting space by Microsoft Northeast District offices in Waltham, MA, the gathering gave attendees a very up close and personal opportunity to learn about Clancy's experience and insight into how marketing supports "organic growth" through brand recognition and loyalty.

Not only did Clancy's one hour talk provide many insights as he moved through his argument that - in spite of how it feels -"Your Gut is Still Not Smarter Than Your Head!" but he also gave away copies of this breezy and substantive book with that title to everyone in attendance!
Clancy argues that Marketing's contribution to the bottom line is usually negative because the approach is overly intuitive. Using a portfolio of examples from his practice and his ind
ustry, Clancy believes that a real strategy emphasizes:
  • targeting profitable, responsive market segments
  • positioning products and services in a way that demonstrates an ability to solve problems experienced by those segments
  • implementing good plans with an exceptional skill

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