Written by Most of the efforts in marketing innovation are focused on customer acquisition, e.g. going on offense. But to continue the sports analogy you have to be good at both offense as well as defense. While you are trying to acquire new customers, so are your competitors and hopefully, you are better at retaining your customers […]
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Marketing Innovation and Complementary Assets: Is Everything in Place for Success?
I recently had the opportunity to hear Steve Case, the founder of AOL talk about the first ten years of AOL. He pointed out that only three percent of the population went on-line and that was one time per week for an hour at a cost of $10 per hour. There was little content. […]
READ MORE »What can marketing engineering learn from financial engineering?
With the emergence of “Big Data”, marketing will become more science than art. Big Data enables marketing science and the application of operations research techniques. The collection, analysis and application of this new data will enable marketing engineering to be much more like financial engineering. What can we learn from Financial Engineering? First let’s define […]
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