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Step 3: Marketing
Planning
Our marketing planning services
replace guessing with science. Usually senior management sets sales objectives
and the marketing team develops a marketing plan it hopes and prays will
increase sales. But hopes and prayers more often than not end in frustration.
Marketing planning should not happen this way.
Copernicus Marketing
Consulting offers marketing planning services we can apply to consumer
and business to business
companies:
We describe each of
our marketing planning services in detail below and in our corporate
brochure. Click here to download our brochure.
Our Marketing Planning Services
Modeled
Marketing Plans
Copernicus
Marketing Consulting developed the world's first modeled marketing plans
to aid companies in the marketing planning process, by setting specific
and realistic objectives and achieving measurable outcomes. Using marketing
management expertise, best practices automation tools, and The Copernican
Discovery™ and Copernican Strategic Decision Simulator™ models,
we can consider all the marketing mix elements and forecast an outcome
in terms of campaign penetration, sales, profitability, and more.
Simulated
Test Marketing—The Copernican Discovery™
The
principals of Copernicus Marketing Consulting literally wrote the book
on simulated test marketing—Simulated Test Marketing: Technology
for Launching Successful New Products (Lexington Press).
Another of our marketing planning services, The Copernican Discovery™
takes more elements of the marketing mix into account than any other modeling
system in the world. We
have used The Copernican Discovery™ to help many of America's most
successful marketers through the marketing planning process, launch successful
new products and services, and revitalize established ones in consumer
and business to business industries. To
view applications of The Copernican Discovery™,
click
here.
We have also pioneered
a specialized model for the pharmaceutical industry, Copernican Discovery
DTC™. For a list of Copernican discoveries about direct-to-consumer
campaigns, click here.
Customer Equity
Optimization
Based
on the cutting-edge work done by Rust, Zeithaml, and Lemon, described
in their book Driving Customer Equity (Free Press),
the Copernican Strategic Decision Simulator™ provides a strategic
framework from which to build more powerful marketing plans. Unifying
customer value management, brand management, and relationship management,
the Strategic Decision Simulator™ allows companies to calculate the
ROI of a marketing investment.
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