Webinar: Segment Targeting and Project Prioritization for Greater Profit - March 6, 2007

NEW: THE ISBM DECISION/INSIGHT WEBINAR SERIES

Dr. Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State
ISBM Co-Founder and Research Director

To view a recording of this webinar, please visit our Webinar Archives Page.

Marketing decisions often require tough choices: which individual customers or market segments to focus on and which not? Which new product opportunities to prioritize and which not? Which geographies to enter and in which order? All too often such difficult, politically charged decisions are driven more by rhetoric than by systematic analysis.

While there are some quite sophisticated ways to address these problems, this webinar will outline a simple, six step process that replaces rhetoric. That process, the GE/McKinsey Matrix approach, identifies the steps and the information needed to develop a simple, visual representation of the options available and the tradeoffs needed to reach a decision.

In this webinar, Professor Lilien will introduce the basic principles of ranking and prioritization using the GE/McKinsey approach. He will discuss how the approach works and how it has been used to help build consensus around such decisions in complex, multi-stakeholder environments.

He will then illustrate the approach using the templates and tools in the new ISBM-supported software, ME^XL (Marketing Engineering for Excel) and will conclude with a discussion about how participants can make immediate use of the concepts and the related software.

For more information

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413