Industry analysis is one of the important ingredients of strategic marketing. By understanding the behavior of the industry, marketers try to anticipate change or identify opportunities and threats. It requires a thorough look at the customers and their needs, market segments, major players and competitors, market behavior like growth rates and the like, and the environment with its uncertainties. Read more

At a conference some years ago, I heard many science educators at all levels talk about “doing science.” At first, it sounded somewhat strange. As I listened and understood the phrase in context, it made eminent sense. They were simply saying, “the only way to learn science is by practicing it.” In the same spirit, I say, “let’s do marketing” to the tune of cases. Read more