| Asking The Right Questions $199.00 Course Length: 1 hour, 12 minutes Course overview: Effective marketing and communications plans are dependent upon sound marketing intelligence. It is the foundation on which everything is built. Without solid marketing intelligence, strategies may be misdirected, plans ineffective, resources squandered and money wasted. So, to be successful, it is first necessary to develop a deep understanding of your market, your brand, your consumer, your competition and your channel. To do so, you must, at the outset, ask the right questions. Often, marketers are quick to prescribe action without proper diagnosis. This course is about diagnosis. It teaches you how to conduct a strategic marketing analysis and what questions to ask in order to improve the effectiveness of your marketing and communication plans and insure your marketing investment is well directed. Technical Requirements: Computer audio and video (see Technical Support link for details) About the Sage: A founding partner of Sage & You, Jack Dauer retired in 2001 from Campbell-Ewald, one of America's leading advertising agencies, where he was Executive Vice President, Director of Marketing Intelligence and Strategic Planning. An accomplished marketing and advertising professional, Jack has over thirty years of experience in marketing and communications on over 50 brands in 35 different product and service categories, from appliances to automotive to beer/wine/spirits to packaged goods to retailing to soft drinks and other beverages to travel. His clients included: Amoco, Borden, Citibank, Coca-Cola, General Foods, General Motors, Heublein, Michelin, OfficeMax, Pier 1 Imports, Procter & Gamble, Squibb, Whirlpool, and the United State Navy. Jack graduated from Brown University and received his M.B.A. from Columbia University Graduate School of Business. |
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