Autor: scota 23 May 2010
Words: 4593 | Pages: 19
Cota Institute Marketing Plan
The Cota Institute offers courses in digital marketing training for business and marketing professionals who wish to expand their understanding of online marketing business strategies, research tools and online media channels. The company's mission statement:
Imparting must-have business knowledge in a knowledge-based economy. Cota Institute will deliver high-quality training course in various areas of digital marketing that meet both the current and future needs of marketers worldwide. Our promise is to do this through high-quality, first-hand research. The training courses will be offered in a live, social environment which allows for student collaboration, networking and future support of students and alumni in professional endeavors.
The first phase consists of establishing the Search Marketing Professional Course & Certification in Silicon Valley. The goal is to fill 16 seats each month, meet the breakeven investment expenses, develop the marketing system, and earn sufficient revenues to expand.
In the second phase, we expand the Cota Institute training offers to the San Francisco Bay Area (including the East Bay and San Francisco), large US metro areas such as Los Angeles and New York, and overseas to China.
In the third phase, Cota Institute offer corporate training to the marketing teams at mid-size to large corporations. The first potential partner is Acxiom. We will develop this in partnership with Acxiom to fit into the B2B buying process for enterprise corporations.
The Cota Institute has published a leading industry book Search Engine Marketing (McGraw-Hill USA 2009, Tsing Hua University, Beijing, 2010). Search Engine Marketing will soon be in Taiwan (McGraw-Hill Taiwan 2010). As published industry experts, the courses gain credibility.
Product Description and Situational Analysis
The Cota Institute offers digital marketing courses. The courses are designed for business and marketing professionals who wish to further expand or develop their understanding of online marketing business strategies, research tools and online media channels.
Its flagship product is Search Marketing Professional Course & Certification. This is a three-day instructor-led course which introduces marketers and other students to the concepts and business framework of online marketing. There are 24 hours of combined lecture and hands-on labs. There is a follow-up exam for Certified SMPs. Highlights and outcomes include:
ï‚§ A complete framework for approaching, developing a business program, and the know-how to set up a viable business marketing solution using the online marketing space and its platform of market research tools and media
ï‚§ Develop target audience, keyword research, messaging (UVP, Unique Value Proposition)
ï‚§ Integrate marketing and messaging across multiple channels
ï‚§ Budget and manage you KPIs to maximize your marketing ROI
ï‚§ Use SEO to generate leads for your business
ï‚§ Use paid search throughout your buying cycle
ï‚§ Use social media marketing to drive customer loyalty
Course materials include the textbook Search Engine Marketing (McGraw-Hill 2009), Student Guide (330 PowerPoint slides, real-life case studies, complete examples of code, published by ANI Training, 2010), and Student Activity & Lab Guide (76 pages, published by ANI Training, 2010.)
The courseware was developed in partnership with ANI-Training, which developed the Certification courseware and Training University for Cisco Systems.
For a course overview, visit our course registration page at www.ani-training.com/smp/
ï‚§ Strong and original first-hand research
ï‚§ Developing educational materials and content around both primary research and secondary research methods and findings
ï‚§ After 3 days, the student has a complete framework for approaching, developing a business program, and the know-how to set up a viable business marketing solution using the online marketing space and its platform of market research tools and media
ï‚§ 1 hour post session coaching
ï‚§ Business Framework is taught -"Total Search Marketing Training"
ï‚§ Stephanie Cota industry expert and author of the textbook
Students who take the courses gain professional credentials, which they can list on their resume. Professional endeavors might include acquiring new skills or changing roles in a company, seeking a new job, or change of industry or employer. Furthermore, students who take the course are added to an alumni network where jobs, networking events, and other resources are posted.
Product Line Extensions
Other products that will be offered include deep dive courses and corporate training services. These two offerings will serve as key product line extensions. Listed below are four deep dive courses to be developed in the next 15 months.
ï‚§ SEO Intensive â€“ 1 to 2 day workshop
ï‚§ Social Media Marketing & Optimization - 2 day workshop
ï‚§ Pay-per-Click Intensive - 1 day workshop
ï‚§ Video Search Marketing Intensive â€“ 1 day workshop
The market need for these products is quite simple. First, marketers in digital marketing don't have a lot of course options that provide hands-on labs, up-to-date materials and live experts.
Second, most of these courses do not include the option to gain a Professional Certification. Third, very few courses in online marketing teach you the business framework for Search Marketing. Last, is the fact that many seminars consist of a panel of speakers, but lack hands-on training and one-to-one consultation. Cota Institute courses are set up in a workshop format to increase application and real practice time. Market research shows that several substitutes are thin on educational content and knowledge transfer.
Worldwide internet usage is increasing. There are 1.73 billion people online today. Companies need to improve their digital marketing efforts to acquire new customers, build brand equity and loyalty, and distribute services and goods in today's digital economy. According to US Census data, 72% of American adults surf the net regularly.
With online sales estimated to grow to $182.5B by 2012 (4.96% of total US Retail), marketing teams need to learn the necessary skills and expand quickly to capture this lucrative segment of revenues. The Internet provides an optimal environment for businesses to connect to their buyers.
China now holds the highest number of internet users in the world, 384 million as of early according to the Internet Network Information Center. China has banned Google, Facebook, and YouTube, the US digital marketing leaders. China is developing its own search and digital marketing technologies to complete worldwide. Cota Institute has working relations with major players in China, including Baidu, Tsing Hua University, and Acxiom China.
Overall, the market growth for online is increasing and has many new market entrants. There are many opportunities and it should be fairly easy to carve out a space for Cota Institute.
o Stephanie Cota and Andreas Ramos, company founders, have strong brands in the digital marketing and search marketing industry.
o Published experts by McGraw-Hill for US & China markets.
o First-hand research methods and practices. Our channel partners are also strong in first-hand research methods and practices.
o High-barrier to entry. It costs $150K to develop a solid 3-day baseline course.
o Good brand awareness in the local Bay Area and strong professional networks and word of mouth within the business communities.
ï‚§ Weaknesses / Limitations
o New to the training market. Steep learning curve.
o Self-funded. Will need a strong base of corporate clients and an external source of funding.
o Brand awareness and brand equity needs development.
o Articulating the message in a big way is challenging considering the fierce competition and oversaturation of other messages â€“ many of which are not accurate.
o Small team and staff to do a lot of work. Must be able to focus and prioritize given limited startup resources.
o The marketplace is highly interested in digital marketing and online search.
o Search is well-trusted among the general public and consumers. Large businesses know this and make great efforts to be where their customers are.
o Senior marketers will invest heavily in corporate training for digital marketing.
o Partner with large digital marketing agencies. Opportunities with Axiom Digital.
o The China market is exploding. Search Engine Marketing book is out in China.
o Create The Complete Digital Marketing Training Solution for CMOs.
o Blue Ocean Thinkers. Identify the most lucrative markets and sweet spots.
o Deep price cutting and globalization in market creates price wars. People in China or India provide SEO services for $500 per month, yet the services and returns on investment are nowhere as good as reputable US and European firms.
o Too many scam companies. Many perceived risks.
o Industry is new. Rules and regulations constant change. No central industry regulatory bodies.
o Google and Microsoft are battling for dominant market share.
o Low barriers to entry in the low end market. Digital marketing seems easy and hip therefore many people claim to be "experts" but really aren't.
Our first target audience is Marketing Managers. The Search Marketing Professional Course & Certification is designed for marketing managers in both the B2B and B2C markets, who have a minimum of 2 years industry experience.
Our second target audience is Chief Marketing Officers and Senior Marketers. The numbers clearly show that senior marketers are looking to retrain and retool their teams. Training accounts for 42% of senior marketers budgets.
According to a survey released by the CMO Council titled Marketing Outlook 2009 issued to a broad population of 650 CMOs, "marketing budgets are holding firm despite a recessionary corporate revenue environment."
In addition, marketers say they would rather re-skill existing internal marketing team than replace them with new talent. The primary trust of this push for training will be in the digital media competencies, and this is the area most primed for change. Larger budgets are being delegated to online media and digital channels. Overall senior marketers are looking to enhance talent, expand competencies, and sharpen measures and metrics for performance.
Marketers are committed to their personnel, which represents 42% of budgets, and plan to invest in retraining employees for the digital age. Senior management is mandating that marketing contribute to the bottom line by retaining and growing market share and lowering costs through greater-go-to-market efficiencies. Retraining and developing existing staff is the leading strategy for acquiring or sharpening expertise in digital marketing competencies, with 62.9% of respondents electing training over recruiting new talent (28.6%) or outsourcing (17.1%).
(Source: Marketing Outlook 2009: Setting The Course for Marketing Strategy and Spend, CMO Council.)
Reaching these various marketing people will need to consider the different titles and functional roles, different types of marketers play in their organizations. Job titles that are most commonly seen at digital marketing courses and seminars are:
â€¢ Marketing Managers
â€¢ Directors of Marketing
â€¢ eMarketing Managers
â€¢ Interactive Marketing Directors
â€¢ Vice Presidents of Marketing (Senior VPs and VPs)
â€¢ Chief Marketing Officers (CMOs)
â€¢ Internet Marketing Specialists
â€¢ Brand Managers
â€¢ Account Executives
â€¢ Designers and Art Directors
â€¢ SEO & Search Specialists
â€¢ Website Traffic Coordinators
â€¢ Demand Marketers
Appropriate messaging within the larger complex organization will need to be done. This will become a market message matrix. The matrix will look at the top motivations and concerns by different types of marketing managers who hold different job titles and message to them accordingly.
To reach each target market, Cota Institute has forged two major relationships with two key sponsors.
The first sponsor is the Silicon Valley American Marketing Association (SVAMA). This sponsor helps Cota Institute reach marketing managers in the local Bay Area. Through its monthly emailing, the SVAMA promotes Cota Institute as a "Featured Partner" and highlights the SMP Certification in its' monthly events listing. This mailing reaches about 8,000 marketing managers in the Bay Area.
The second sponsor is the Chief Marketing Officer Counsel (CMO Council). The Cota Institute and the CMO Council are working to launch the Digital Marketing Performance Institute, a dedicated research center focused on measuring and tracking the effectiveness, relevance and value of online marketing programs and spend. The DMPI website will feature Stephanie Cota, the Search Engine Marketing book and promote the digital marketing courses offered by Cota Institute. This offers worldwide exposure to over 55,000 CMOs and senior marketers.
To minimize market risk, Cota Institute will target marketing managers and senior marketers in companies who earn $25 million or more in annual revenues. These companies have sufficient marketing activity which warrants dedicated marketing teams and training initiatives. They are in a strong position to pay corporate rates that will allow for a high quality of course and curriculum development. Another target market segment is the middle market. The middle market is defined as companies generating $100 million to $1 billion in annual revenue.
Competitors and Substitutes
There are a few direct competitors as well as several substitutes. Substitutes will be examined first.
The first type of substitute offers low-cost seminars and networking events. For example, the Online Marketing Summit is offered across the US in different cities. It offers 1-to-1 Interactive Labs which give each attendee the opportunity to get personalized consultations with experts in usability, web analytics, SEO, and more. However they are light on education and training. They don't have plans to develop this further.
The second substitute type is universities. Most universities now on the West Coast, East Coast, and major metros offer various courses in ecommerce, internet marketing, and e-business management. They offer these courses as a part of the general marketing curriculum in response to corporate demand for workers knowledgeable in the ecommerce, online marketing and e-business space.
Three primary competitors to Cota Institute are described below.
The first competitor is University of San Francisco (USF). They are in the Education industry. Their business site is at www.usanfranonline.com/online-certificates/internet-marketing.aspx. USF's program is at www.interactivemarketingtraining.com. In late 2008, UCF announced their rollout of their Masters Certificate in Internet Marketing. The program consists of three eight-week, online courses. Upon completion the student receives a Masters Certificate in Internet Marketing from the University of San Francisco's School of Business and Professional Studies.
o Offered by an accredited university
o Accredited University Masters Program
o Taught by industry experts
o Offer Certification Courses to Marketing Professionals
o Online course delivery format
o Offer advanced specialized Certification in Advanced Web Analytics, Advanced Social Media, Advanced Email Marketing, and Advanced Affiliate Marketing
o No live instructors, 100% online
o $5,995 for a 3-Course Bundle. All courses required for Certificate
o High upfront cost for self-paying students
o Student must be very dedicated to the profession vs. a quicker on the job training solution or marketing optimization solution
o No corporate training or customized training components. It's a one-size fits all.
The second competitor is Market Motive at MarketMotive.com. They are in the On-Demand Training industry. Market Motive is dedicated to bringing the best web-based internet marketing training and certification programs anywhere. They do that by offering structured courses from bestselling authors and established industry professionals, through videos, weekly webinars, conference calls, and 24x7 Q&A. Unparalleled access, cutting edge curriculum, and the freedom to choose your learning style, is their promise.
o Specialize in On-Demand Training. On-Demand Training is training made available anytime anywhere by hosting the training content online. Students pay per course or on a subscription basis.
o Offer Certification Courses to Marketing Professionals
o Taught by industry experts, some authored books
o Online course delivery format
o Instant 24/7 online access
o Two Tiers of Learning & Certification: Practitioner Credential and Master Certification
o Students can work on real projects and in peer groups to gain hands-on experience
o No live instructors
o No blended learning format (combination of online and ILT)
o Not accredited
o Not a university and no endorsement or partnership with a university
Their mode of course delivery and price point caters to smaller businesses, entrepreneurs, and self-paying marketing professionals. However, the strengths and direction mirrors that of Cota Institute, in some aspects. For example, the mission of giving students hands-on experience is satisfied through Market Motive's optional election to do project work in peer groups. This is a component which needs further strengthening in Cota Institute courseware and curriculum design.
The third competitor is the Direct Marketing Association (DMA). They developed DMA Education for marketing managers, direct marketers and digital marketers and have a full suite of courses covering all types of learning and participation formats. They have a Search Engine Marketing Certification program which competes directly with the Cota Institute's flagship product. The DMA is one of the main marketing associations besides the American Marketing Association.
Overall, this is still a very new market. Therefore, answers to market size, current market share, and growth are hard to find. There isn't enough data to show this yet. However, product quality, financial stability, and competitive counter thrusts can be provided.
In terms of product quality, the flagship course is a premium course. This is expressed through customer opinion and student testimonials. In terms of financial stability, the market is large enough to sustain an indefinite amount of time and new course development for years to come. Competitive challenges most likely will take the form of imitation and price-cutting. Image and positioning, along with establishing clear brand associations, and strong brand equity are critical to survival. Fortunately, there is fairly high barrier to market for new entrants, which will keep serious competitors to a minimum.
To differentiate Cota Institute from its competition, comparisons of digital marketing training options will be made publically available. There is a large enough segment of marketers who prefer the format and product line choices offered by Cota Institute over its top competitors. Thus, these people will buy from the Cota Institute for the following reasons:
o They get critical hands-on training to advance their careers with.
o The Certification option has been stated as a major motivator.
o Access to industry insiders for their companies and teams.
o Opportunities to expand and develop their digital marketing network.
o Courses teach a unified business framework for online marketing.
o Learn Google's proprietary algorithms for classifying sites and SEO secrets.
Based on training course price data supplied by ANI Training, Cota Institute is charging the going-rate for a premium, high-quality, hands-on training course and certification. Cota Institute has also verified with its leading competitors and has the found the price to be the same. For example, USF charges $1995 per course. Market Motive charges $3500 for a 90-day online, search marketing boot camp course, and the Direct Marketing Association (DMA) charges $2498 plus a $249 membership fee for its Search Engine Marketing Course and Certification.
Here are examples of course pricing:
o Low-end commodity courses are priced in the $50 to $300 daily range.
o Mid-level courses in moderate demand are priced in the $350 to $600 daily range.
o Premium Courses are priced in the $650 to $750 per day range. The 3-Day SMP Course & Certification is priced at $2195 which includes the Certification Exam fee of $150. In the marketing training industry, a Certification Course runs for 3 full days as an industry norm.
Discounts and special offers are extended to associations. Association discounts range from 10% to 20%, depending on negotiations and promotion agreements. Multiple student discounts are also offered for two or more students.
The following covers the fixed costs and variable costs:
ï‚§ One-Time Upfront Investment Cost - $30K courseware design and development fee
ï‚§ Cost of Goods Sold
o Training Facility fees, all inclusive ($2700)
o Instructor Fee ($1000 daily fee, total $3,000)
o Printing & Reproduction ($80 per set)
o Certification Exam Administration Fee ($150 per student)
o Dedicated Marketing Manager $3,600 per month
o Dedicated experts Stephanie Cota and Andreas Ramos
o Support Staff (accounting, general admin, IT, office mgmt, project mgmt, etc) $1400
ï‚§ Activity-Based Costs
o Calculate per Student Fee â€“ $200 includes registration processing and hospitality
o Breakeven Point (BEP) for monthly course appears to be about 13 students
o Total cost for serving each student. Break down the costs of training delivery and new student acquisition costs through marketing, promotion and sales.
ï‚§ Marketing & Promotional Budget
ï‚§ Creative Design including corporate ID, logos, graphics, websites, videos, etc.
ï‚§ Special Projects & Campaigns (eg: development of the Facebook Alumni Network)
ï‚§ Other Subject Matter Experts brought in to develop specific courses or content
Total estimated monthly costs are $20,860. This doesn't include the repayment of the courseware development fee. Assuming Cota Institute pays $7000 per month to ANI Training, its' breakeven point would be $27,860. This means for the next four months, the SMP course must have a minimum of 13 students paying $2195. These fees seem a bit high for the startup phase so renegotiating the risk-reward payment per month will be needed.
In terms of the pricing support of the promotional budget, the strategy is two-fold. The promotional budget has been established at 25% of the total monthly course revenue. Doing so should help Cota Institute meet its initial investment costs as well as provides funds to grow over time. This strategy will help keep expenses in perspective with actual revenues. However, the limitations to this strategy must be considered. For example, Cota Institute may risk good opportunities by adhering to such a strategy. Fortunately, the major benefit to marketing online is the ability to quickly test market messages, creative, and opportunities on a smaller, conservative budget before making final decisions on the overall path and direction.
Channels of Distribution
Cota Institute is primarily a personal selling company due to the nature, intangibility and inseparability aspects of its products. Cota Institute will show tangibility of its products through photos of the course materials and sophisticated product packaging strategies, professional photos of Stephanie Cota and the Search Engine Marketing book, course overview and content highlight videos by the two main instructors, live webinars in which prospects can see and talk to the instructors including Stephanie Cota, and well-written data sheets focused to each target audience and sub-set target audience. Student testimonials will be made available in both written form as well as video testimonials. Last, the Search Marketing Professional Certificate will be designed in an attractive and convincing manner and showcased through a nice frame and product photography. The ability to communicate the benefits of an intangible product will be crucial to the overall success.
The channel strategy consists primarily of direct channels.
First, the brand and image of Stephanie Cota will be rebuilt and showcased on StephanieCota.com. StephanieCota.com will become the corporate site for Cota Institute.
The Digital Marketing Performance Center of Excellence will play a key role in extending out the brand's reach, developing brand equity in the minds and hearts of larger companies, as well as serving as a direct distribution channel to senior marketers.
Corporate Training packages will to be offered through the CMO Council and Acxiom Digital to extend the availability and customization options of the core products. The distribution of corporate training is primarily handled by corporate HR Training Managers. SHRM, the Society of Human Resource Management is the major HR Association in the US. The CMO Council has a direct connection to them. The Cota Institute will leverage this connection.
Other direct channels include conducting mini training sessions and seminars through the Online Marketing Summit (OMS). OMS is a highly visible speaking and networking channel recognized in the industry. This will help to develop brand name visibility, and industry recognized credentials for Stephanie Cota and Cota Institute. The combination of the first four strategies will build mindshare over time.
At a later stage, a regional US sales representative will be brought in to handle direct sales and market education around the products. This person will need to be experienced in the B2B complex sale and have substantial connections into mid-market companies.
In the value supply chain, ANI Training handles the logistics side of training including courseware design, venue rental, workstation setup, student registrations, hospitality and catering, printing and reproduction of materials, and student surveys. ANI Training was selected for its friendly customer service which helps in creating a strong and lasting impression.
Another item of critical importance is the business facility. Through ANI Training, Cota Institute finds appropriate training centers, equipped with good equipment, and high-speed internet connections. The training facilities are located in safe locations easily accessed by public transportation. Typically, the training centers are located in business parks or commercial areas so students have access to restaurants, coffee shops, and hotels nearby. The goal is to make the operations aspect as flawless and smooth as possible. This increases overall student satisfaction and benefit.
The first phase will be to develop a corporate ID package including logo, brand identity, and corporate color scheme. The promotional strategy will promote messages of Certification tooling up for the digital marketing age to marketing managers. For senior marketers, the messages will center around getting their marketing teams up to speed to capitalize on the digital age. Elements from the mission statement including social learning, network building and the Alumni Network will be strongly emphasized.
The goal of the integrated marketing communications strategy will be to build brand recognition and equity. This will be done through CPM based advertising and other types of graphic creative. Videos also play a critical role to developing brand recognition as well as brand positioning. The videos will be listed in YouTube and a YouTube paid search campaign will be setup to show the videos in relevant media streaming channels.
The integration of social media, video, and PR into the StephanieCota.com website will be examined. Second, the platform on which the site is built will need to allow for some basic templates so other content writers can add articles, tips, and develop an overall knowledge base. This will increase visibility in various online channels and search engines. Having a content-rich site along with the promotion of the Digital Marketing Performance Institute will show thought-leadership.
Promotional Activities will be considered for effectiveness, budget efficiencies, and target market reach. Key promotional activities include social media, online marketing, email marketing, video marketing, and press releases. Local search and SEO will be used heavily.
On the social media side, Facebook paid search advertising; Facebook Marketplace, Facebook Fan pages, LinkedIn, Twitter, YouTube, and local event hosting media will be utilized. This combination of activities should result in reaching 500,000 local marketers. This is the estimated figure of marketing reach needed to fill two consecutive months of courses plus provide adequate momentum for the third month.
A promotional rollout calendar will be created. The B2B market does have some seasonality including year-end and year-beginning fluctuations. There are opportunities to get portions of the annual marketing and training budgets. Second, summers are slow due to vacations and strategic corporate planning initiatives. Seasonality and US holidays will be accounted for in the promotional calendar.
Each website will have newsletter subscription options to build a list of highly qualified prospects. To measure and qualify activity at the websites, specialized B2B Web Analytics software will be used. This software is called DemandbaseÂ® and tells us which companies visited. DemandbaseÂ® has a backend CRM system that will provide the needed sales engine.
Visitors will be able to request course information and watch videos. High quality print collaterals will be created for both online and offline marketing activities. Printed brochures, business cards, product offering datasheets, and one page high resolution flyers will be made. Professional academic models will be followed. One educational company, Stalla does a beautiful job in its print materials. Stalla and other high quality examples will be studied.
Bundled services will be sought out. Listed below is a design and creative development budget. This will enable Cota Institute to get started with its promotional strategy.
Corporate ID package Logo, color scheme, brand personality and document templates, copywriting, and website templates Cost: $7000
StephanieCota.com website design and development Phase 1 to consist of basic site design, corporate look and feel, video media embedding, newsletter signup list, and content areas. Cost: $4,000
Video 3 short videos within a 1-3 minute timeframe Cost: $500 per video
Total Cost: $1500
CMP ads 2 to 3 sets of image ads in the following formats; banners, skyscrapers, and boxes will be used. Cost: $250 per set
Total Cost: $750
Facebook Fan Page Central Fan Page for Cota Institute with navigation scheme, brand look-and-feel, content links, event signup capability Cost: $600
Professional Photos Stephanie Cota and book featured. Cos: $400
Product Photography & Packaging Graphics Photos and product graphics for course materials, books, and the Certificate. Cost: $1000
Total Costs: $15,250
After the initial startup phase, marketing and advertising costs are projected to about $6000 per month. The total costs including a dedicated marketing manager would be about $8500 per month. Over the first year of business this is $114,000. Advertising budgets are listed below.
Facebook Paid Search Target local marketers Monthly Cost: $1000
Google Content Network Image ad CPM advertising Monthly Cost: $1000
Bing â€“ Yahoo Content Network Image ad CPM advertising Monthly Cost: $1000
Video Search YouTube paid search Monthly Cost: $300
Email Marketing Lists will be tested using smaller budgets. Cost: $1500
Press Releases Quarterly basis to start Quarterly Cost: $2500
Creative design and development TBD on an as-needed basis Monthly Cost: $1000
Total Costs: $6,633
â€¢ Student Testimonials
â€¢ Customer Opinion
â€¢ Course Survey & Evaluation Form
â€¢ Course Recommendation & Testimonial Form
â€¢ Website Promotion URLs
o Course Registration: www.ANI-Training.com/SMP
o Book Site: www. Insider-SEM.com
o Corporate Site: www.StephanieCota.com
â€¢ Marketing Management, Thirteenth Edition, 2009 by Kotler, Philip and Keller, Kevin
â€¢ Turning Customer Pain into Competitive Gain. CMO Council, 2009
â€¢ Marketing Outlook 2009: Setting The Course for Marketing Strategy and Spend. CMO Council, 2009
â€¢ CLOSING THE GAP: The Sales & Marketing Alignment Imperative. CMO Council, 2008