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marketing science

An Attitudinal Segmentation Primer

An Attitudinal Segmentation Primer

By Steve Mann on July 14, 2010

Did you know that you can segment your market based on the attitudes your customers have toward buying your products and services? And that if you do this you will be able to separate out high return from low return…

Posted in Trends & Concepts | Tagged Market Segmentation, marketing, marketing science

Finally, A Choice Modeling Primer

Finally, A Choice Modeling Primer

By Steve Mann on July 8, 2010

I bet you didn’t know that Choice Modeling was initially a psychological theory on how people choose foods they want to eat. I bet you didn’t know that economists picked it up to predict the choices consumers would make for…

Posted in Trends & Concepts | Tagged BART, Choice Model, Choice Modelling, marketing science, transportation | 2 Responses

Where's the Personalization in the Enterprise Software Buying Experience?

Where’s the Personalization in the Enterprise Software Buying Experience?

By Steve Mann on June 23, 2010

Can someone please point me to all those great personalized B2B web sites?  You know the ones… they kinda ask you as you hit the home page who you are, gather some basic demographics/firmographics and then proceed to customize the content experience for you so you’re more likely to find what you need.   I get […]

Posted in Business | Tagged communication, enterprise software, marketing, marketing science, microsoft, oracle, personalization, sap

Can You Predict How Your Market Will Behave?

Can You Predict How Your Market Will Behave?

By Steve Mann on June 18, 2010

You can’t?  And you call yourself a Marketer??? Granted, market modeling was never the traditional purview of marketers, but seeing how Markets have  evolved, gotten so much more competitive and so much more saturated, I don’t know how you can pass up a chance to be smarter about the way your organization goes to market. […]

Posted in Trends & Concepts | Tagged brand, market modeling, market share, marketing, marketing science

Enterprise 2.0: New Tech, Same Old Marketing

Enterprise 2.0: New Tech, Same Old Marketing

By Steve Mann on June 16, 2010

Walking the floor at the Enterprise 2.0 conference today I was struck how after all these years the needle hasn’t moved much in terms of how a technology company markets themselves. There’s the obligatory vendor pavilion with the obligatory hard…

Posted in Business | Tagged e2conf, Enterprise 2.0, marketing science, trade-shows | 1 Response

Storming the Castle: Chapter 1

Storming the Castle: Chapter 1

By Steve Mann on April 29, 2010

Folks… here’s an excerpt of Chapter 1 of my eBook, Storming the Castle: Developing a  Go-to-Market Strategy That Enthralls, Intoxicates and Drives Growth. Many organizations think of markets as castles — surrounded by difficult to cross moats, filled with hostiles, their customers and prospects and all resulting in a lot of casualties when these organizations […]

Posted in Business | Tagged GTM Strategy, marketing, marketing science

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