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Building and Marketing a Product: Product Management vs. Product Marketing

Posted on August 21, 2014

I often get questions about product management and product marketing from potential clients and employers: what they entail, how they’re different from one another, how they work together, what are the important skills for each one, etc. In my previous posts on marketing, I’ve covered this topic to some extent. Here I want to get […]

Posted in Marketing Tagged product management, product marketing Leave a comment

Competitive Intelligence Process and Best Practices

Posted on November 22, 2013

In the previous post, Introduction to Competitive Intelligence, I provided an overview of CI and introduced a high-level CI process. In this post I discuss the process in further detail and provide CI guidelines and best practices. CI is the process of research and gathering information on the target markets, the competitors and their products […]

Posted in Business, Marketing, Software Tagged ci, competition, competitive intelligence Leave a comment

Introduction to Competitive Intelligence

Posted on November 21, 2013

The other day I came across this quote by Henry Ford (cited in Personal MBA by Josh Kaufman): “The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time.” While that statement can be true, it may seem to undermine the […]

Posted in Business, Marketing, Software Tagged ci, competition, competitive intelligence, enterprise software, market research Leave a comment

Marketing as an Integrated Business Process

Posted on April 22, 2011

Background One can often think of a complex business activity as a business process that consists of a set of sequenced or parallel steps or activities, decision points and branches, roles to perform the steps, artifacts that are produced along the way  completion criteria for each step, milestones, and more. There is also a need for […]

Posted in Business, Marketing Tagged integrated marketing, marketing process, product management, product marketing Leave a comment

An Overview of Marketing

Posted on December 22, 2010

What is Marketing? It may be useful to step back and look at a definition of marketing here. According to the American Marketing Association (AMA), “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” This definition is quite general, […]

Posted in Business, Marketing Tagged competitive intelligence, corporate marketing, demand generation, event marketing, field marketing, lead generation, marketing communication, marketing research, partner marketing, product management, product marketing, public relations, strategic marketing Leave a comment

Leveraging Social Media in Your Business

Posted on February 22, 2010

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 […]

Posted in Business, Marketing, Social media Tagged facebook, linkedin, strategy, twitter, youtube 1 Comment

Using Social Media in Your Business: Strategic or Tactical?

Posted on February 8, 2010

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 […]

Posted in Business, Marketing, Social media Tagged facebook, linkedin, Social media, strategy, twitter, youtube 3 Comments

Leveraging LinkedIn for business networking and career development

Posted on September 28, 2009

Networking is a give and take process — in that order. Before you ask people for help, reference, job, etc. you should be helping those you can so you build reputation and trusting relationships.

Posted in Business, Marketing, Social media Tagged jobs, linkedin, social networking 1 Comment

    About the author

    Farshid Ketabchi Technologist, marketer, analyst, strategist and blogger with 15+ years of experience in software and technical marketing. More...

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