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Product marketing as an integrated business process

April 22, 2011 in Business, Marketing

Introduction

In a prior post, “The role of high-tech marketing in business“, I discussed various marketing functions that are typically used in a high-tech business. In this post, I explore product marketing as a multi-stage business process to show how various marketing functions come together to market a product or service.
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    The role of high-tech marketing in business

    December 22, 2010 in Business, Marketing, Social media

    In this post I discuss the marketing discipline, particularly the high-tech marketing that is practiced in large technology organizations, though still relevant to small or low-tech businesses. Any business needs to understand the “science” of marketing and apply it to its business. Naturally not all areas and elements of marketing are applicable and relevant for every business, so one needs to adjust and customize it to the business’ needs and budget.
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      Leveraging Social Media in Your Business

      February 22, 2010 in Business, Marketing, Social media

      In my last post I explained that before you embark on using social media for your business, you need to first determine your objectives and define your strategy. And this strategic planning does not and probably should not involve any specific social media channel at the outset.

      A good article for the planning and strategic upfront work is “10 steps to a practical social media business strategy” by Allen Bonde, where he describes the basic but necessary steps such as creating a mission statement and a marketing plan, assigning ownership and defining policies, all before getting to specific social media channels.
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        Using Social Media in Your Business: Strategic or Tactical?

        February 8, 2010 in Business, Marketing, Social media

        A while ago I read a blog post from a marketing executive who wrote that he had prohibited the use of certain words in his strategy and planning meetings. Among those words there where many popular social networking and media words such as Twitter, Facebook and LinkedIn.

        Though that might seem odd at first, it makes a lot of sense. The point is that while social media may serve as an effective method of promoting your business, it is only a set of tools and channels that you may use to execute against your business plan and strategy. It is part of the tactical stuff that you do after you have figured out your strategy.
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          Leveraging LinkedIn for business networking and career development

          September 28, 2009 in Business, Marketing, Social media

          The economy is supposedly improving but people still continue to lose jobs. The unemployment rate being a lagging economic indicator is predicted to increase through the rest of the year and beyond even though it is decelerating. California with one of the highest unemployment rates (12.1%) as of the end of July 2009 among the US states, and higher than the average national unemployment rate, will probably continue to bleed more, longer. In certain counties in California the unemployment rate is even higher than the state average. For example, as of the end of July 2009, LA County is at 12.5% and there are counties where the rate is as high as 30%!
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