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MARKETINGHowmarketingbeing—ForSpainEntrepreneurs—2011-Neo 2 DayTypicalDaystructure>operation3ICE?4YourIt’sacompactjourneyofpast15yearsBECONCENTRATEDinnext2days5TESTYOUR6ANYQUESTIONor789ATL–AccessTheLandscape,explorewhatthemarketlookslikeanddefine“whereto y”&“howtowin”strategy.ASSESSINGTHESessionThe3iHowtoapply3iINTEGRATEtotheyourEventheexpertsmademistakes–iftheydidn’tATL!"I"Ithinkthereisaworldmarketformaybefivecomputers."--"Thereisnoreasonanyonewouldwantacomputerintheirhome."--KenOlson, ,chairmanandfounderofDigitalEquipmentCorp.,1977A‘VUCA’OurMarket cewon’twaitforustofindouttheright“It’snotpredictingtherainmatters…it’sbuildingthe(Headlight VolumeMSE2233VolumeMSE223333volume1.ExplodeBodyWashinMidTierandstrengthenourleadershipinTopVolumeGrowthMidandlowtierHighMidLow*ProjectedtoVolumeValueOlaySFGVolumeValueOlaySFGOlaySFGTopTierMidTierATL3iAssessTheThinkingSynthesizeinformationfrommultiplesourcestocreateaholisticunderstandingofbroadsocialandbusinesscontextforyourbrand“Walkwith”theconsumerandkeystakeholderstointuitivelyunderstandtheirmotivations,valuesanddesiresthatdrive
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