Top 6 – March 2007


Tim J. Smith, PhD
Founder and CEO, Wiglaf Pricing

Published March 1, 2007

Blocking of Marketing, Investing in your Blog.

  1. The blocking and tackling of Marketing remains to Focus on the Customer, Manage Internal and External Partners, and Manage the Budget towards a high ROI on Marketing.
  2. Wikinomics suggests that your illusions of control are being replaced with the potential to reap the benefits of using the wisdom of masses.
  3. A blog is your opportunity to interact with customers in an authentic human voice and participate in their conversations.
  4. Like any marketing effort, give your Blog a Purpose.
  5. What if someone posts a negative comment on your blog? Forgetaboutit. They would have done the same behind your back. Your blog is your chance to participate in the conversation.
  6. Differentiate on dimensions that are salient to the jobs that customers need to get done.

While there are only 6 Top 6 points, the Chief Editor feels obliged to remind readers of the damage done to innocent individuals by mobs chronicled during the industrial revolution between the 1700’s and 1900’s. Somewhere, between the mob and the institution, a new social order will emerge though it is beyond the scope of this journal to describe it.

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About The Author

Tim J. Smith, PhD, is the founder and CEO of Wiglaf Pricing, an Adjunct Professor of Marketing and Economics at DePaul University, and the author of Pricing Done Right (Wiley 2016) and Pricing Strategy (Cengage 2012). At Wiglaf Pricing, Tim leads client engagements. Smith’s popular business book, Pricing Done Right: The Pricing Framework Proven Successful by the World’s Most Profitable Companies, was noted by Dennis Stone, CEO of Overhead Door Corp, as "Essential reading… While many books cover the concepts of pricing, Pricing Done Right goes the additional step of applying the concepts in the real world." Tim’s textbook, Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures, has been described by independent reviewers as “the most comprehensive pricing strategy book” on the market. As well as serving as the Academic Advisor to the Professional Pricing Society’s Certified Pricing Professional program, Tim is a member of the American Marketing Association and American Physical Society. He holds a BS in Physics and Chemistry from Southern Methodist University, a BA in Mathematics from Southern Methodist University, a PhD in Physical Chemistry from the University of Chicago, and an MBA with high honors in Strategy and Marketing from the University of Chicago GSB.