market strategy
Pragmatic Marketing Rule #10
This is the tenth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Pragmatic Marketing Rule #10: Find market segments that value your distinctive competence.
I suspect that all technology marketers have, at one time or another, attempted to broaden their market to extend beyond whatever segment they find themselves in. Sometimes this [...]
Pragmatic Marketing Rule #9
This is the ninth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Rule #9: The building is full of product experts. Your company needs market experts.
There’s nothing worse than a marketing person who knows little about the product they’re marketing. Matters not whether you’re “just” in marcomm, minimal fluency is required. [...]
Good customers often behave badly
Your best customers are sometimes the ones who give you headaches. Consider this survey of music piracy in Canada:
The researchers conclude that that people who download more music actually buy more CDs. They report: “We estimate that the effect of one additional P2P download per month is to increase music purchasing by 0.44 CDs per [...]
Pragmatic Marketing Rule #5
This post is the fifth in a series inspired by Pragmatic Marketing’s 20 Rules of Product Management rules for technology marketing.
RULE #5: Product management determines the go-to-market strategy; Marcom executes it.
First off, much of my career has been spent in companies where product management/product marketing and marcom were housed under one very small group. Heck, [...]
Remember Who You Are
Giving advice to Apple has always been a popular pastime in the IT and business press, even though most of the advice turns out to be wrong. One suggestion that I think is horribly wrong comes from Adrian Kingsley-Hughes at ZDNet, who thinks Apple should start selling Macs with Windows (only) as their OS.
At first [...]
Disrupting Markets for Fun and Profit
In a Wall Street Journal column on the US mobile phone industry, Walt Mossberg talks about the problems with the business models used by the big 4 carriers and why they’re not good for either consumers or innovation. In doing so, he touches on some ideas that have crossed my mind in the past regarding [...]
Pragmatic Marketing Rule #3
This post is the third in a series inspired by Pragmatic Marketing’s 20 Rules of Product Management rules for technology marketing.
RULE #3 Time spend on the strategic reduces the time wasted on the tactical.
There are books written, I’m quite sure, that define strategic and tactical, but here’s my simple definition:
Strategic is where you want to go; tactical [...]
