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Marketing
Strategy:
The Marketing Budget
By Ralph E. Grabowski
IEEE
Entrepreneurs' Network (ENET)
Tuesday, March 6, 2007, Waltham MA
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Dig
deeper
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Suggested
reading |
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"Who
Is Going To Buy The Darn Thing?"
Fundamentals of the M/E Ratio™ and more case studies
Download the reprint
in PDF - 28-pages, 0.7 MB
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"Why
good products fail"
By Robert Weisman, Boston Globe
article,
Boston Globe Business Intelligence column
more
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Neat
Technology, But Who Will Buy It?
A
play in three acts:
| Act
1 |
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Death
and Despair |
| Act
2 |
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New
Models and Hope |
| Act
3 |
|
the
Prediction |
A
cast of luminaries portray themselves and
other current - and historical - people with extraordinary technology; to
relate their personal triumphs and failures regarding the impact of Market
Research - or lack thereof - in their businesses. Includes
"appearances" by
- Percy
Spencer, inventor of the microwave oven - portrayed by his grandson,
Rod Spencer
- Michael
Dell of Dell Computer
- An
Wang of Wang Laboratories
- Ken
Olsen of DEC
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"The
Board of Directors;
Vital Partner for a VoC Culture"
"Guide"
+ transcript + slides - PDF, 46 pages, 1.5 MB
Especially
note pages 20-21 (slides 17-18) and question
17 on page 42 (slide 39).
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"Business
Plans...Back to Basics"
slides
by Paul M. Kelley, Zero Stage Capital
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"Marketing,
the Bridge
for Growing from
Engineer to Entrepreneur"
By
Stanley N. Lapidus
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| Data |
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Evidence
of the relationship between investment in
upstream marketing and success
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| How-to |
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This
talk is about the Marketing budget. In other words, it is a
"how-much" rather than a "how-to." For a
"how to," see:
"What
Do Customers Want?"
with the "11 steps to (Market Research) Heaven™" method.
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| Read |
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Cytyc
will be a featured case study of this talk. The entrepreneur
(Mr. Stan Lapidus) and marketing person (Mr. Ralph Grabowski), in a joint
presentation, "How To Raise $100 Million," described
their teamwork in Cytyc's formation.
On-line
abstract
PDF Mr. Grabowski's slides
with speaker's notes - 1.3 MB
PDF Mr. Lapidus'
slides - 1.8 MB
PDF handout - 2
pages, 0.3 MB
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| Case
Studies |
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Cytyc
Phoenix
Controls
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On
the web
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| IEEE |
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IEEE Entrepreneurs' Network (ENET)
ENET Advisory Board Members
and
contacts
ENET Calendar of
Events
Institute of Electrical and Electronic
Engineers (IEEE)
IEEE Boston Section web site
IEEE Robotics and Automation Society
IEEE Robotics and Automation Society Central
New England Chapter
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| Web
sites |
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Cytyc
ThinPrep®
and corporate
Phoenix
Controls
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