Three Strategic Steps You Can Take Today to Drive Organic Growth TomorrowWednesday, March 26 , 2008Waltham Weston Corporate Center 6:00 to 8:30 Presented by the Boston Chapters of ASP and SCIP Click here to register. |
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 Please join us to hear well known speaker and best selling author Kevin J. Clancy, chairman of Copernicus Marketing Consulting in Waltham, MA, speak to our second joint meeting about applying rational business techniques to marketing.Marketing is a late bloomer when it comes to conforming to the analytic, fact-based approach to decision-making that is THE standard practice in virtually every other critical strategic business function. The excuses that worked even just a few years ago just don't fly with CEOs and CFOs anymore. According to Kevin Clancy, much of the reason for poor performance is an over reliance on seat-of-the-pants approaches and unscientific tools to make critical marketing decisions. High performance marketing programs, however, are not the result of instinct or anecdotes; they come from the careful measurement and analysis of unimpeachable data to select the most profitable and compelling strategic components. Kevin will describe three best practices for developing financially-optimal marketing strategies — illustrating each with real-world examples and case studies drawn from his new book, Your Gut Is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits. About the Speaker Kevin J. Clancy, Ph.D., is the co-founder, chairman and CEO of Copernicus Marketing Consulting, which is committed to transforming the way companies think about and practice marketing. Earlier, Clancy founded and served as Chairman of Yankelovich Clancy Shulman, was Vice President for Research Services at BBDO Worldwide, and held faculty appointments in Sociology and Marketing at two business schools. Clancy received his B.A. and M.A. degrees in Sociology and Economics (City University of New York) and his Ph.D. in Research Methods and Statistics (New York University.) Clancy has published numerous articles on advertising, marketing, and social science research, has consulted with major corporations worldwide, including American Express, AT&T, and McDonald's and has co-authored seven books, including two business best-sellers. General Information The meeting will begin at 6:00 PM with a networking session with a light meal. The presentation will begin at 6:30 PM. We will leave some time for individual discussions and networking after the presentations and wrap up by 8:30 PM. Microsoft is hosting this event at its Waltham, MA office at 201 Jones Rd. You can park underneath the building or in the parking garage and walk to the back entrance. The front entrance closes at 6 PM. Members of each organization should register through their organization. The pre-registration fee for members is $35 ($40 on-site) and the charge for non-members is $45 ($50 on-site). Full time students may attend for $15 pre-registered and on-site. Cancellations received after close of business on Monday March 24, 2008 will not be refunded. No-shows will be billed. To register, please visit http://www.strategyplus.org/chapters/Boston.php. Directions From the East or West, take the Mass Pike (I-90) to exit 15 which is I-95/Rt. 128. Go North one exit to Exit 26 (Route 20). Continue below. From the North or South, take I-95/Rt. 128 to Exit 26 (Route 20). Continue below. For all attendees, take Exit 26 onto Rt. 20. Follow Route 20 East through first stoplight. Take next left turn on Stow Street (following signs for Route 117). Take left at Main Street (Route 117 West) stoplight, and then take second left onto Jones Road at the blinking yellow light. Waltham Weston Corporate Center is located at the end of Jones Road (201 Jones Road). For more information, visit http://www.microsoft.com/mscorp/info/usaoffices/newengland/waltham.mspx. |
