MARKETING TO THE U.S. BUILDING BRIDGES IN THE DESERT
By James Longwell and Greg Mower View in PDF Format
In virtually every industry other than technology, the marketing function drives product development. A detergent company will spend several months of research and testing to determine a new scent to put in its products. By the time it’s launched, the sales and marketing teams will have a very precise financial proforma and business model for exactly how this innovation will affect share. In the technology world, a company will spend years and millions of dollars (even hundreds of millions) in R&D and product development only to throw the new product “over the fence” to sales and marketing who are then tasked to find the customers.
