Text Box: Since its inception, Client Path Marketing has provided a gratifying blend of depth and understandability. We have discussed the concept with one-man electrical contractors and with international manufacturing firms. It supports high-level analysis of objectives vs. existing strengths and weaknesses. It provides a framework for priority setting, planning, and execution of action steps that utilize strengths and bolster weaknesses. And it is “at work” in 40 market segments with which Enfront and its Solution Partners have worked directly. In a classroom or seminar venue, Client Path Marketing provides a framework that reinforces existing teaching while providing new angles and insights—supporting the notion that marketing is a constantly evolving topic, particularly as technology delivers dramatically enhanced capabilities; and that marketing should be about action as much or more than theory. Of course, there are critics who argue that Client Path Marketing is a thinly veiled copy of this or that. We don’t worry much about this (or that). Every idea builds on ideas that have gone before.

Progress

But we do contend that Client Path Marketing is difficult to match as a marriage of marketing theory and marketplace action. It is based on long-established fundamentals yet rides 21st Century technology that supports previously unimaginable customized, on-demand marketing communication.