Allen Weiss is the founder and CEO of MarketingProfs, LLC. He helps companies segment and position their products in the market. He also consultswith companies on their strategy.
Allen has been positioning products and services for the past 25 years. He has worked with technology, media, defense industry and other industry companies. A few of the highest profile companies he has worked with include Texas Instruments, Intel, Northrop Grumman, Informix, Venafi, EMI Music, AIG and several others.
Segmentation is a critical part of positioning since positioning happens at the segment level. If you’re not segmenting your market on benefits, you are not positioning – you are simply messaging.
Allen has a PhD from the University of Wisconsin and is currently on the faculty at USC after several years at Stanford. His process for positioning comes from his work with companies, teaching in executive education programs at Stanford and his deep knowledge of the business and academic literature.
Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. Her work focuses on the role of emotions in consumer behavior and branding. She has published over 60 academic articles, and has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought and the Long-Term Contribution Award from the Review of Marketing Research. She has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. Debbie is co-author of a leading textbook on consumer behavior, several edited volumes on branding, and an upcoming book on developing, enhancing and leveraging brand admiration. For more information, see www.brandadmiration.com.
She is President of the AMA’s Consumer Behavior Special Interest Group, former Treasure, and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. She has also served the Marshall School of Business as Vice Dean of Research and Strategy and Vice Dean of the Undergraduate Programs. She has also received the USC mentoring award for her mentoring work with faculty. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies.