Marketing And Strategy White Papers

Free white papers and articles on strategy research and marketing. These articles detail the best practices for marketing research. All articles were written by marketing research professionals.

You can view each article by clicking on the title or you can open/download the article in pdf format by click on the pdf icon.

An Interview with Jerry W. Thomas conducted by the Wall Street Transcript Jerry W. Thomas discusses what has lead to the success of Decision Analyst (Published in the Wall Street Transcript).
Before You Make the Call: How to Hire a Marketing Research Firm by Garry Upton If you need to hire a marketing research firm but have never done so, here are some tips to get you started.
Finding an Internet Research Supplier by Michael Richarme Quietly breathe the words "research," "survey," or "opinion" in your office. Go ahead, I dare you. Within a few minutes, you'll have calls from market research suppliers wanting to help you find out exactly what your customers think about pretty much anything.
Incorporating an Economic Index as a Guide to Developing a BRIC Strategy by Michael Richarme and Leyla Namiranian Using the Decision Analyst Economic Index to track consumer sentiment and predict the future through the use of forecasting models in developing countries such as Brazil, Russia, India, and China.
Marketing for HVAC Companies by Garry Upton An summary of the different elements of marketing.
Marketing Optimization by Jerry W. Thomas Marketing is tricky business and a dangerous career. It’s almost impossible to measure the effects of advertising, packaging, distribution channels, media expenditures, sales organization, etc., on brand share or sales revenue. Without good data and absent any trustworthy feedback loop, marketing managers often turn to the security of marketing myths, pop culture marketing fads, fawning at the feet of consultants, and polishing up their résumés.
The Painfully Slow Emergence of Green Energy by Michael Richarme and Tom Allen Green, or renewable, energy sources–biothermal, solar, wind, and others–are emerging, but too slowly to as yet make a noticeable impact on U.S. energy use. And therein lies a major problem facing our economy—what if green energy sources aren’t ready to fill the gap when the gasoline runs out, or when the traditional electric power plants run out of fuel?
Positioning by Jerry W. Thomas The term “positioning” is often used nowadays as a broad synonym for marketing strategy. However, the terms "positioning" and "marketing strategy" should not be used interchangeably. Rather, positioning should be thought of as an element of strategy, a component of strategy, not as the strategy itself.
Positioning—Marketing's Fifth “P” by Michael Richarme Positioning has emerged as a significant area of consideration, serving as a marketer’s bridge between the levers of the 4 P’s and corporate strategy. This article will examine the basis of positioning from a nontechnical perspective, exploring the conceptual foundations of positioning and developing some prescriptive recommendations for marketers.
Research Defanged by Jerry W. Thomas Over the past decade or so, many corporations have renamed and repositioned their research functions. What used to be called the marketing research is now often called consumer insights. This renaming and repositioning of the marketing research function might well be a great strategic marketing blunder.
Restaurant Industry Losing Low-Fat War by Jerry W. Thomas A look at the growing importance of low-fat foods and restaurants’ failures to develop low-fat menu items.
Six Marketing Silver Bullets by Bonnie Kenoly No company or corporation can do much about the financial panic, credit contraction, or recession. But while times of turmoil pose great threats to a business enterprise, turbulence also creates opportunities. If only companies could find a Silver Bullet to solve all their woes. If you are using the Silver Bullets correctly, you improve your odds of success and also position your company for greater gains when the economic crisis draws to an end.
Small Business Survival by Jerry W. Thomas An article on how small companies can survive and thrive.
Strategy of Leverage by Jerry W. Thomas Some ideas to help underdog companies defeat their larger and better-funded competitors.
Survival of the Fittest by Jerry W. Thomas A review of Charles Darwin’s theory “survival of the fittest” and how it applies in today's business world.
Ten Key Societal Trends for Market Researchers: Domestic and Global by Michael Richarme Forecasts of future social trends can only be developed with an understanding and utilization of underlying demographic and economic trends.

What Your Customers Want by Garry Upton In-depth research of homeowners verifies the importance of HVAC contractors becoming indoor comfort experts and personal comfort advisors.
Who Cares? by Garry Upton Are you consciously aware of the image you project? Is your image geared toward success? Here’s a list of questions to consider.

Other White Paper Topics Include:

• Marketing Research Techniques (advertising research, concept testing, package testing, product testing, win-loss evaluation, customer satisfaction, etc.)
• Advanced Analytics (choice modeling, market segmentation, sales forecasting, analytical modeling, etc.)
• Data Collection Methodologies (online research, qualitative research, tracking research, online ethnography, etc.)
• Research Results (white papers using the data collected in syndicated and other surveys)
• Marketing and Strategy (general marketing, positioning, strategy, trends, etc.)
• Contracting Business Articles

If you would like more information on Marketing Research, please contact Jerry W. Thomas by emailing jthomas@decisionanalyst.com or calling 1-817-640-6166.