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I'm currently reading:: the back of my Grape-Nuts box. (Man, that's a lot of fiber!)

At 10:43am on March 24th, 2008, Kim Proctor said…: Hi Rob, I am so happy you are asking the question about how to get this into college curriculm. I spoke at Boston College last year and blew them away when talking about CRM (customer relationship mgmt) and CEM (customer experience mgmt) and feel like colleges need more cutting edge marketing discussion instead of the same old stuff I learned in the 90s in college.

The best thing I could suggest is to have students buy Ben and Jackie's book (CCE) - it is a great read and will give you the outline of the necessary elements. You could assign excerpts at least. I'd bring in outside speakers too - those who really have used the strategies and seen results. I grew a website to 1 million customers with mostly WOM - when you can prove it works - you will have the students interest I would imagine.

At 9:43pm on March 14th, 2008, Byron Webster said…: Thanks for the note.

I don't have anything quantitative to provide at the moment, but will be happy to share what I can when the information is available. The foundation of the approach is combining what I learned in the field as a product manager for Software as a Service leveraging an agile development methodology (we used XP or extreme programming, but SCRUM and 'agile' are applicable too).

Touching on your question: I think there is a wonderfully challenging trend taking place in the market. Whether you call it "long-tail" or merely classify it as the natural evolution of evolving needs/tastes combined with an ever specializing population, today's marketer (classical sense of the dolan model where there is responsibility for product/price/place/promotion as it applies to the target market) needs to recognize that there is are undercurrents of niches represented, each with varying degrees of wants and needs.

Our approach attempts to engage those users who care enough about the future of a product or service long-enough to extra opportunities for enhanced value so that through the natural evolution of the product or service these customers can be converted to evangelists while creating innovations that drive adoption by adjacent consumers/markets.

I hope this makes some level of sense.