Marina Gil-Santamaria Authors Article in "Pragmatic Marketing"

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Marina Gil-Santamaria, Principal Product Manager at AMS, has authored the article "Listening to the Market in Lean Times," in Pragmatic Marketing (Dec., 2008). In the article, Gil-Santamaria describes cost-effective ways to become a "market expert," using Internet-centric initiatives and Web 2.0 technologies. Not only are these options generally inexpensive to develop and implement, but they also allow and encourage valuable bi-directional communication with clients and prospects.

Listening to the Market in Lean Times

Marina Gil-Santamaria, Principal Product Manager at AMS, has authored the article "Listening to the Market in Lean Times," in Pragmatic Marketing (Dec., 2008). In the article, Gil-Santamaria describes some cost-effective ways to become a "market expert," which, she asserts, is "more crucial than ever in times of recession."    

Many of these approaches involve Internet-centric initiatives and Web 2.0 technologies. Not only are these options inexpensive, but they also allow and encourage valuable bi-directional communication with clients and prospects. Before embarking on any of initiatives, Gil-Santamaria advises companies to carefully consider their goals, user and buyer personas, and place in the product development cycle. Once these objectives have been studied, options for moving forward are numerous and varied, including sites like Google/Yahoo groups, FaceBook, MySpace, Squidoo, Twitter, LinkedIn, dedicated online communities, online ideation and focus groups, and industry blogs. To read the full text of the article, please visit http://www.pragmaticmarketing.com/publications.

Pragmatic Marketing is a newsletter for technology product managers and marketers, which reaches 35,000 subscribers each month.

About the Author:
Marina Gil-Santamaria is a Principal Product Manager at Applied Marketing Science. She oversees strategy and product management for IDEALYST®, an online ideation and brainstorming tool, developed based on research conducted at MIT and Columbia University. She has held positions in development, product management, online community managements, QA, and services at Computer Associates, Empirix and Oracle.

Marina holds an MS in Electrical Engineering from the Universidad Politecnica de Madrid, Spain, and was a visiting scientist at Boston University. She is a contributor to industry publications and forums. Her articles have been published in magazines such as Unicenter Advisor, WebSphere Developers Journal and on StickyMinds.com. She has also spoken at industry conferences and technical professional associations throughout the U.S.

About Applied Marketing Science:
Applied Marketing Science is one of the leading Voice of the Customer consulting companies in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and brainstorming using state-of-the-art, web-based tools. Over the past twenty years, we have helped hundreds of clients in a broad range of industries incorporate "best practices" into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.

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