Posts Tagged "toc marketing"

Some thoughts on the matter of introducing TOC Marketing… (posted on LinkedIn TOC Marketing group here.) Undesirable Effects Here's a few expressed UDEs. * Despite the logic of TOC, getting sufficient interest by the client to evaluate a solution and then make a change is not an easy sale.

Tweet Pin It From discussion on linked in here. The essence of business is value creation. Marketing’s job is to support that essence [which happens] through: * Creating value – by directing operations, distribution, et al. through providing customer/market insight (marketing’s contribution to NPD/NSD). There should be no customer value other than what marketing informs (selecting the right grade of corn for the field) * Communicating value – by spreading the corn. (The reason pull marketing is becoming more popular is that it is more feasible given that we can be at the right place at the right time more automatically with modern advertising platforms that place our promos contextually...

Tweet Pin It I think I just realised what TOC ‘Mafia Offer’ Marketing really is… First, here are 2 easy points to agree on: We would probably agree that ‘Innovation’ essentially means seeking improvements in a company’s offering via improving company capabilities, right? We would also probably agree that modern marketing has the negative image of largely being separated from business strategy, operations, et al.  (i.e. ‘silo’d). Now then… Given that the idea of TOC ‘Mafia Offer’ Marketing is to create a decisive competitive advantage, which may come through: raising operational capabilities, making internal policy changes, or otherwise...

Tweet Pin It I have worked with dozens of companies in various capacities including senior marketing management for a marketing service provider. Previous clients and employers include: Now freelancing whilst traveling South America, I develop marketing plans and write promotional copy for several business clients. What I find evolving in my own approach to client projects is, as far as I am aware, a detailed systems approach to b2b copywriting and lead generation, equally applicable to b2c. The approach has evolved around a concept proposed by Eli Goldratt called the Mafia Offer, alluding to ‘an offer that is too good to refuse’. My approach to crafting a Mafia Offer uses processes originated by...

Tweet Pin It Imagine your business’s ultimate competitive advantages Not only does your company have operational excellence, but your marketing is efficient and strategic …Your team understands your customer’s core problems not only as they exist internally for the customer, but also how your own current market offer actually hinders your customers progress …whether it be from current limiting features of your product, like not being strong enough, not fast enough, not often enough, or whatever… but also from your internal policies, such as your pricing models or supply restrictions. So we can actually create 2 perspectives of ‘current reality’. One as it exists solely...

If total control of professional marketing management is important to you... ...this article will send you head first through the rabbit hole into the wonderland of iron-grip strategic marketing control. In fact, this just might be the greatest secret in the marketing industry. I stumbled across this only because of my fascination of systems thinking, logic, and mind-mapping (although this is not about mind-mapping).

The best kept secret breakthrough in marketing and business strategy is... (drum roll) TOC Marketing. Or in full: Theory of Constraints Marketing. Listen. If business growth is important to you, this may be your greatest discovery for 2010. Let me expla