That makes market adaptation the linchpin in any long-term plan. For instance, although IBM has not always been fleet of foot, the company has adapted handily over the years, morphing from mainframe computers to personal computers to software to services while not leaving any of them behind. The payoffs Focus creates concentrated effort. Eminence generates strong positioning. Integration builds broad awareness.
Execution puts plans into action.
Adaptation marks an enduring business. Together, these five fundamentals transform piecemeal marketing efforts into powerful campaigns. Calif. Larry Mickelberg, a managing director of the firm, is based in Philadelphia. Broderick Associates provides strategic marketing counsel to consulting firms and other professional services firms nationwide. Reprinted with permission from Consultants News 2000, All Rights Reserved.