From the editor

Neal, Carolyn Pollard
May 2004
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p2
This article focuses on an annual meeting, which was hosted by the Institute for the Study of Business Markets and the Center for Business and Industrial Marketing in Atlanta, Georgia. Speakers include Michael Raynor of Deloitte Research, Tom Nagle of Strategic Pricing Group, Inc., Das Narayandas of Harvard Business School, and Amir Hartman of Mainstay Partners LLC. Several case studies showed what companies like DuPont, PPG, Xerox, Siemens Medical Solutions, and Unisys are doing to penetrate markets, drive demand, improve customer relationship management, and measure marketing effectiveness. Raynor gave a provocative presentation on the process of sustaining growth. While incumbents focus on the best products, the largest margin, and the most customers, and sometimes the least desirable products for the larger market, new entrants use customer base to improve skills, product, and value, thus moving up-market themselves and gradually disrupting the incumbent's position.


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