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Monthly Archives: May 2012
Finally I would like to do a post on actually writing a case study since I have a few more tips to pass on. For me the most effective strategy was to “think backwards,” that is, I started with the … Continue reading
High-tech companies are often created in the proverbial garage and are controlled by engineers who have quite different mindsets than marketing professionals. Regardless of the engineering-marketing power struggles that may be going on in the management of particular companies, marketing … Continue reading
Today a special celebration of the wonderful news that the Barnes Collection seems to have been successfully moved from its suburban home to museum row in downtown Philadelphia. You can read all the details in the NY Times, and my … Continue reading
If you understand how to do a complete “classic” case study, the other versions (which I will call “success stories” and “endorsements”) should be easy for you. In this post, I’ll talk about what is usually missing in the shorter … Continue reading
In this blog, I have been discussing how to produce effective “classic” case studies, which companies like Microsoft and HP create. Today I would like to do a quick post about why smaller companies are less likely to do them.
Here is a quick post with a few possibilities for getting your work edited. One is a tip if you want to try to do it yourself (can’t hurt!), and a story about something clever we did in a marketing … Continue reading