The Outlook
September 2010

--------------------------------------------------------------------------------

W e l c o m e

This month we talk about marketing!   In the report "Marketing As A Process, Not Voodoo", we discuss the basic principles of marketing and propose The Wheel of Marketing as a means of coordinating marketing activities to ensure success. The Wheel of Marketing process intends to help a company start with what they already know to create effective new approaches.

Also this month, with the school year underway - be sure to check out Dovetail's environmental education resources - for use in the classroom and at home!

Enjoy!

- Jeff

--------------------------------------------------------------------------------

I  n    T h i s    I s s u e:

Dovetail Reports:

Marketing As A Process, Not Voodoo
http://dovetailinc.org/files/DovetailMktgProcess0910.pdf

Dovetail Environmental Education Resources:

The F.R.E.E. Network
This site is for teachers and students at all grade levels who want to learn more about forests and the management of forests.
http://www.freenetwork.org/

Temperate Forest Foundation
Website:
http://www.dovetailinc.org/tff
Videos/DVDs:
http://www.dovetailinc.org/content/temperate-forest-foundation-videos
EcoLinks:
http://www.forestinfo.org/Products/eco-links/

Dovetail News:

08/30/2010

Dovetail Partners in Key Roles at Joint UNECE Timber Committee/SWST Meeting

http://dovetailinc.org/content/dovetail-partners-key-roles-joint-unece-timber-committeeswst-meeting

08/23/2010

New Initiative to Assist Landowners with Ecosystem Market Opportunities
http://www.dovetailinc.org/content/new-initiative-assist-landowners-ecosystem-market-opportunities

--------------------------------------------------------------------------------

Dovetail Reports:

Marketing As A Process, Not Voodoo
http://dovetailinc.org/reportsview/2010/organizational-development/pjeff-howep/marketing-process-not-voodoo

Jeff Howe

In most businesses, leaders understand that “operations” is a process, and  an individual’s role with respect to that process is generally clear.   For example, it is typically understood when a vendor ships a load of  product to a customer, whose responsibility it is to unload that product  and what to do with it.  It is rare these days that a product comes in  and its storage is random.  Additionally, in the production process  people are quite comfortable with the fact that there is an agreed upon  sequence of activities that occur to make a product.  For example, (1)  we do this, (2) then this, and (3) likely this.  Again, it is not left  to random chance as to who does what and when.

Unfortunately, the same cannot always be said for “marketing.”  It seems many  companies’ view of marketing ranges somewhere between alchemy and  voodoo.  As a result, marketing programs tend to be implemented randomly – we’ll try to sell our product to this company, or this person wants  to buy from us – rather than following a clear and structured process  that optimizes resources and maximizes the likelihood of success.   Today, most companies do not have the resources to waste in haphazardly trying to grow their organizations.  Careful planning and  implementation are paramount.

In this report we discuss the basic principles of marketing and propose a process, The Wheel of Marketing, as a means of coordinating marketing  activities to ensure success.  In addition, we assume that those reading  this article may struggle with coming up with new ideas, and that the  first step is the hardest (i.e., If I want to do something different,  how do I begin?).  The Wheel of Marketing process intends to help a  company start with what they already know to create effective new  approaches.

To read more and download the full report:

http://dovetailinc.org/files/DovetailMktgProcess0910.pdf

_________________________________________

“The   Outlook” is the monthly e-newsletter of  Dovetail Partners Inc, a 501c3   non profit corporation.

You can follow   Dovetail Partners on LinkedIn  <http://www.linkedin.com/groups?gid=2052962>  ,  Facebook <http://www.facebook.com/pages/edit/?id=83861366079#/pages/Dovetail-Partners-Inc/83861366079?v=wall&viewas=13925659>   and Twitter <https://twitter.com/kfernholz>  !

You can also become a fan of the F.R.E.E.  Network <http:// <http://www.dovetailinc.org/> <http://www.dovetailinc.org/> www.freenetwork.org/> <http://www.freenetwork.org/%3E>  on Facebook <http://www.facebook.com/pages/FREE-Network/218505863680>  !

More than 18,000 people receive The Outlook  each month.

To Subscribe, please send a message to: listserv@dovetailinc.org <http://mce_host/listserv@dovetailinc.org> with "join newsletter@dovetailinc.org <http://mce_host/newsletter@dovetailinc.org> "  in the subject line.  Please remember to reply to the confirmation  message to   complete your subscription.

To Remove yourself   from our mailing list,  please send a message to: listserv@dovetailinc.org <http://mce_host/listserv@dovetailinc.org> with "leave newsletter@dovetailinc.org <http://mce_host/newsletter@dovetailinc.org> "  in   the subject line.

If you have any trouble managing your  subscription - please contact us at 612-333-0430   or info@dovetailinc.org

Dovetail Partners is a highly skilled team that  provides authoritative     information about the impacts and trade-offs  of environmental   decisions, including consumption choices, land use, and  policy   alternatives.

Dovetail   Partners is a 501c3 nonprofit, your  contribution is tax-deductible. You can make a donation online <http://dovetailinc.org/content/donate <http://www.dovetailinc.org/content/donate> >   and help support The Outlook!

<http://dovetailinc.org/content/donate <http://www.dovetailinc.org/content/donate> >

Questions?  Call Dovetail at   612-333-0430 or info@dovetailinc.org