Boundaryless Marketing<br />A portfolio collection of columns and in-depth articles from Fortune 500 marketer Paul Barsch<...
What is Boundaryless Marketing?<br />	More than the 4Ps or simply social media:<br />	Boundaryless Marketing refers to wha...
Where Marketing Meets Strategy<br />“Marketers need to understand what customers are saying and thinking. We need to disce...
Marketing Strategy<br />5<br />Boundaryless Marketing<br />
Where Marketing Meets           Competitive Intelligence<br />	“It is the role of every well-rounded marketer, no matter w...
Competitive Intelligence<br />7<br />Boundaryless Marketing<br />
Where Marketing Meets             Leadership<br />“In the past, the CMO and CIO have had a tenuous relationship, with both...
Marketing Leadership<br />9<br />Boundaryless Marketing<br />
Marketing Leadership<br />10<br />Boundaryless Marketing<br />
Marketing Leadership<br />11<br />Boundaryless Marketing<br />
Marketing Leadership<br />12<br />Boundaryless Marketing<br />
Where Marketing Meets the Biggest Markets of all: China and India<br />“The future of China sure looks promising. However ...
China and India<br />14<br />Boundaryless Marketing<br />
China and India<br />15<br />Boundaryless Marketing<br />
Where Marketing Meets Analytics<br />“There’s too much data, and not enough analysis. Fortunately, companies are using tec...
Analytics<br />17<br />Boundaryless Marketing<br />
Analytics<br />18<br />Boundaryless Marketing<br />
Analytics<br />19<br />Boundaryless Marketing<br />
Analytics<br />20<br />Boundaryless Marketing<br />
Analytics<br />21<br />Boundaryless Marketing<br />
Analytics<br />22<br />Boundaryless Marketing<br />
Analytics<br />23<br />Boundaryless Marketing<br />
Analytics<br />24<br />Boundaryless Marketing<br />
Where Marketing Meets Data Warehousing<br />“For marketers, advances in technology (both applications and infrastructure) ...
Data Warehousing<br />26<br />Boundaryless Marketing<br />
Data Warehousing<br />27<br />Boundaryless Marketing<br />
Where Marketing Meets The Power of Pricing<br />“As companies in all industries look to improve sales margins, many are re...
Pricing<br />29<br />Boundaryless Marketing<br />
Where Marketing Meets                Markets, Mania and Complexity<br />“Sometimes people ask me, ‘What’s the fascination ...
Markets, Mania and Complexity<br />31<br />Boundaryless Marketing<br />
Markets, Mania and Complexity<br />32<br />Boundaryless Marketing<br />
Where Marketing MeetsRisk Management and Statistics<br />“Statistical analysis is definitely a powerful gadget in the busi...
Risk Management<br />34<br />Boundaryless Marketing<br />
Risk Management<br />35<br />Boundaryless Marketing<br />
Risk Management<br />36<br />Boundaryless Marketing<br />
Where Marketing Meets            Forecasting and Modeling<br />“Analytically savvy companies are now using modeling to dis...
Forecasting and Modeling<br />38<br />Boundaryless Marketing<br />
Forecasting and Modeling<br />39<br />Boundaryless Marketing<br />
Where Marketing Meets                 Security and Privacy<br />“Companies that rely on web-based advertising for their bu...
Security and Privacy<br />41<br />Boundaryless Marketing<br />
Where Marketing Meets Authentic Branding<br />“Most people are searching for the authentic and are willing to pay any pric...
Authentic Branding<br />43<br />Boundaryless Marketing<br />
Where Marketing Meets Positioning<br />	“The expression ‘a picture is worth a 1000 words’ is meant to convey the power and...
Marketing Positioning<br />45<br />Boundaryless Marketing<br />
Where Marketing Meets              Customer Experience<br />“Where there is indifference and customer dissatisfaction, the...
Customer Experience<br />47<br />Boundaryless Marketing<br />
Customer Experience<br />48<br />Boundaryless Marketing<br />
Customer Experience<br />49<br />Boundaryless Marketing<br />
Where Marketing Meets Social Media<br />“With most book titles struggling to sell 1,000 copies, might there be something m...
Social Media<br />51<br />Boundaryless Marketing<br />
Where Marketing Meets                  Speech Communication               <br />“You might think marketing professionals, ...
Speech Communication<br />53<br />Boundaryless Marketing<br />
Speech Communication<br />54<br />Boundaryless Marketing<br />
Where Marketing Meets Neuroscience<br />	“Helping our companies understand, create and manage customer expectations is whe...
Neuroscience<br />56<br />Boundaryless Marketing<br />
Where Marketing MeetsBusiness Ethics<br />“Cognitive enhancement drugs are the rage in executive, academic and other profe...
Business Ethics<br />58<br />Boundaryless Marketing<br />
Advertising<br />59<br />Boundaryless Marketing<br />
Marketing Profession Advice<br />60<br />Boundaryless Marketing<br />
About The Author<br />Fortune 500 marketer Paul Barsch directs the professional services marketing programs for one of the...
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Boundaryless Marketing

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More than the 4Ps or simply social media, Boundaryless Marketing refers to what marketing should always be about: connecting with customers, understanding finance, risk management and operations, harnessing the power of technology, and providing strategic guidance towards helping companies adapt to rapid and systemic change in markets.

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Boundaryless Marketing

  1. 1. Boundaryless Marketing<br />A portfolio collection of columns and in-depth articles from Fortune 500 marketer Paul Barsch<br />2<br />Boundaryless Marketing<br />
  2. 2. What is Boundaryless Marketing?<br /> More than the 4Ps or simply social media:<br /> Boundaryless Marketing refers to what marketing should always be about: connecting with customers, understanding finance, risk management and operations, harnessing the power of technology, and providing strategic guidance towards helping companies adapt to rapid and systemic change in markets. <br />3<br />
  3. 3. Where Marketing Meets Strategy<br />“Marketers need to understand what customers are saying and thinking. We need to discern what constitutes a critical mass and tipping point. We need to have the mechanisms in place (not just social media) to capture and act on this feedback.”<br />- From When Strategic Planning Gets Locked in the Basement<br />4<br />Boundaryless Marketing<br />
  4. 4. Marketing Strategy<br />5<br />Boundaryless Marketing<br />
  5. 5. Where Marketing Meets Competitive Intelligence<br /> “It is the role of every well-rounded marketer, no matter what the specific job code, to be on the lookout for competitors and market forces that could turn a current business model upside down.”<br />- From Steps to Looking Out for New Market Competitors<br />6<br />Boundaryless Marketing<br />
  6. 6. Competitive Intelligence<br />7<br />Boundaryless Marketing<br />
  7. 7. Where Marketing Meets Leadership<br />“In the past, the CMO and CIO have had a tenuous relationship, with both roles vociferously complaining about the other's lack of understanding, knowledge, and respect. But two powerful exponential trends are forcing Marketing and IT to communicate and collaborate like never before.”<br />- From How the CMO and CIO Must Collaborate to Win<br />8<br />Boundaryless Marketing<br />
  8. 8. Marketing Leadership<br />9<br />Boundaryless Marketing<br />
  9. 9. Marketing Leadership<br />10<br />Boundaryless Marketing<br />
  10. 10. Marketing Leadership<br />11<br />Boundaryless Marketing<br />
  11. 11. Marketing Leadership<br />12<br />Boundaryless Marketing<br />
  12. 12. Where Marketing Meets the Biggest Markets of all: China and India<br />“The future of China sure looks promising. However the ability to compete and thrive in China takes mastery of specific skills and processes. Success also involves a drastic change in mindset.”<br />- From Going for Growth in China<br />13<br />Boundaryless Marketing<br />
  13. 13. China and India<br />14<br />Boundaryless Marketing<br />
  14. 14. China and India<br />15<br />Boundaryless Marketing<br />
  15. 15. Where Marketing Meets Analytics<br />“There’s too much data, and not enough analysis. Fortunately, companies are using technology to capture and integrate data and sophisticated mathematical procedures to analyze data and make better decisions–decisions that ultimately improve the customer experience.”<br />- From If You Can Read This Thank an Algorithm<br />16<br />Boundaryless Marketing<br />
  16. 16. Analytics<br />17<br />Boundaryless Marketing<br />
  17. 17. Analytics<br />18<br />Boundaryless Marketing<br />
  18. 18. Analytics<br />19<br />Boundaryless Marketing<br />
  19. 19. Analytics<br />20<br />Boundaryless Marketing<br />
  20. 20. Analytics<br />21<br />Boundaryless Marketing<br />
  21. 21. Analytics<br />22<br />Boundaryless Marketing<br />
  22. 22. Analytics<br />23<br />Boundaryless Marketing<br />
  23. 23. Analytics<br />24<br />Boundaryless Marketing<br />
  24. 24. Where Marketing Meets Data Warehousing<br />“For marketers, advances in technology (both applications and infrastructure) have made it easier to capture, manage and analyze data so as to piece together a more complete picture of customer behavior and of enterprise operations.”<br />- From When Marketing and Mathematics Get Married<br />25<br />Boundaryless Marketing<br />
  25. 25. Data Warehousing<br />26<br />Boundaryless Marketing<br />
  26. 26. Data Warehousing<br />27<br />Boundaryless Marketing<br />
  27. 27. Where Marketing Meets The Power of Pricing<br />“As companies in all industries look to improve sales margins, many are realizing that a single minded focus on fixed pricing can hurt more than help.”<br />- From The End of Fixed Pricing<br />28<br />Boundaryless Marketing<br />
  28. 28. Pricing<br />29<br />Boundaryless Marketing<br />
  29. 29. Where Marketing Meets Markets, Mania and Complexity<br />“Sometimes people ask me, ‘What’s the fascination with global finance?’ My response is a derivative of the following; ‘How can one claim to understand marketing if one cannot appreciate the beauty, behavior, energy, intricacy and cycles of actual markets?’”<br />- From Why Global Finance?<br />30<br />Boundaryless Marketing<br />
  30. 30. Markets, Mania and Complexity<br />31<br />Boundaryless Marketing<br />
  31. 31. Markets, Mania and Complexity<br />32<br />Boundaryless Marketing<br />
  32. 32. Where Marketing MeetsRisk Management and Statistics<br />“Statistical analysis is definitely a powerful gadget in the business manager’s decision-making toolkit. But one needs to understand the limitations of this science.”<br /> - from Eight Things You Should Know About Statistics<br />33<br />Boundaryless Marketing<br />
  33. 33. Risk Management<br />34<br />Boundaryless Marketing<br />
  34. 34. Risk Management<br />35<br />Boundaryless Marketing<br />
  35. 35. Risk Management<br />36<br />Boundaryless Marketing<br />
  36. 36. Where Marketing Meets Forecasting and Modeling<br />“Analytically savvy companies are now using modeling to discern customer value, reduce customer churn, examine the effect of price changes on demand, and divine the right mix of marketing investments.” <br />- From No Magic Beans, No Magic Formulas<br />37<br />Boundaryless Marketing<br />
  37. 37. Forecasting and Modeling<br />38<br />Boundaryless Marketing<br />
  38. 38. Forecasting and Modeling<br />39<br />Boundaryless Marketing<br />
  39. 39. Where Marketing Meets Security and Privacy<br />“Companies that rely on web-based advertising for their business model see much promise in behavioral targeting. Indeed, for many social networking websites, behavioral targeting may be their only viable path to profitability.”<br />- From Behavioral Targeting: Where’s the Fine Line?<br />40<br />Boundaryless Marketing<br />
  40. 40. Security and Privacy<br />41<br />Boundaryless Marketing<br />
  41. 41. Where Marketing Meets Authentic Branding<br />“Most people are searching for the authentic and are willing to pay any price to get it.”<br />- From Pursuit Of The Authentic<br />42<br />Boundaryless Marketing<br />
  42. 42. Authentic Branding<br />43<br />Boundaryless Marketing<br />
  43. 43. Where Marketing Meets Positioning<br /> “The expression ‘a picture is worth a 1000 words’ is meant to convey the power and impact of a single image in replacing pages of text…A better question, however, is why do we trust photography in the first place?”<br />- From Why Do We Trust Photography?<br />44<br />Boundaryless Marketing<br />
  44. 44. Marketing Positioning<br />45<br />Boundaryless Marketing<br />
  45. 45. Where Marketing Meets Customer Experience<br />“Where there is indifference and customer dissatisfaction, there’s opportunity for competition. Technological innovation coupled with a focus on customer value may leave a crack in the door for others, and offer a fighting chance for someone to dethrone the industry giants.”<br />- From CRM Isn’t Welcome at Craigslist<br />46<br />Boundaryless Marketing<br />
  46. 46. Customer Experience<br />47<br />Boundaryless Marketing<br />
  47. 47. Customer Experience<br />48<br />Boundaryless Marketing<br />
  48. 48. Customer Experience<br />49<br />Boundaryless Marketing<br />
  49. 49. Where Marketing Meets Social Media<br />“With most book titles struggling to sell 1,000 copies, might there be something more to the success of The Shack than just good marketing technique?”<br />- From Marketing the Shack<br />50<br />Boundaryless Marketing<br />
  50. 50. Social Media<br />51<br />Boundaryless Marketing<br />
  51. 51. Where Marketing Meets Speech Communication <br />“You might think marketing professionals, of all people, would be good public speakers. The bad news is they’re not.”<br />- From Public Speaking Shakes Most Marketers<br />52<br />Boundaryless Marketing<br />
  52. 52. Speech Communication<br />53<br />Boundaryless Marketing<br />
  53. 53. Speech Communication<br />54<br />Boundaryless Marketing<br />
  54. 54. Where Marketing Meets Neuroscience<br /> “Helping our companies understand, create and manage customer expectations is where the marketing function can add significant business value. But as Stan Lee of Marvel Comics fame reminds us, ‘with great power comes great responsibility’.”<br />- From Beating the Placebo Effect: Red Pill or Blue??<br />55<br />Boundaryless Marketing<br />
  55. 55. Neuroscience<br />56<br />Boundaryless Marketing<br />
  56. 56. Where Marketing MeetsBusiness Ethics<br />“Cognitive enhancement drugs are the rage in executive, academic and other professional circles. Available through prescription, their use to potentially boost brain power raises some ethical and moral dilemmas. How should marketers respond?”<br />- From Brain Drugs – Unfair Competitive Advantage??<br />57<br />Boundaryless Marketing<br />
  57. 57. Business Ethics<br />58<br />Boundaryless Marketing<br />
  58. 58. Advertising<br />59<br />Boundaryless Marketing<br />
  59. 59. Marketing Profession Advice<br />60<br />Boundaryless Marketing<br />
  60. 60. About The Author<br />Fortune 500 marketer Paul Barsch directs the professional services marketing programs for one of the top 10 software companies in the United States. He writes and speaks about the intersection and impact of technology, globalization, mathematics, finance and marketing.<br />Twitter<br />Linkedin<br />Boundaryless Marketing on the Web<br />61<br />Boundaryless Marketing<br />

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