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Instructor: Bob McKim

Course Description
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

What you will learn:
Conventional marketing research tools can tell you about consumer awareness, attitudes, and preferences toward a brand. But very often the brand fails to achieve success because it isn’t understood or supported by the company itself. The Strategic Brand Assessment presentation you will learn to:

1. Uncovers underlying business or marketing issues that may be undermining the success of the brand.

2. Shows the alignment of perceptions and attitudes of management, employees, and sales channel.

3. Identifies perceptual gaps among important internal audiences on key dimensions of the brand.

4. Recommends specific areas in which business and marketing communications practices need to be improved in order for the brand to reach its potential.

Level:
All levels of marketing and sales management.

Deliverables:
Copy of the presentation, White paper “How the Best is Different from the Rest,” Brand development tools.

Instructor's Bio
A senior executive with more than 35 years of national and international marketing and technology leadership, Bob was one of the fathers of CRM and has received national recognition for driving results from data mining and related marketing programs. He has won 20 national and international awards for most effective direct marketing.

As Founder and CEO of M\S Database Marketing/SourceLink Los Angeles, he built one of the largest data management companies on the West Coast. The firm was the innovative leader in CRM (Customer Relationship Management) and was known for developing customers Life Time Value.

Bob founded his Los Angeles based advertising agency Robert McKim Advertising growing it to over $10 million in capitalized billings.