SHIFTING PARADIGM
Brazil breaks barriers
Tim Bohling and Jussara UnisAbstract
This presentation describes the idiosyncrasies in Brazil and the focus group initiative that has been launched by the IBM Brazil Marketing team to engage sellers to obtain feedback and educate them on the company’s new advertising campaign to be launched during 2008. It was the first time that such initiative was launched by IBM in the country. The experience, its advantages and disadvantages, pros and cons, as well as results will be shared during this presentation.
Tim Bohling
Tim has held several Marketing Leadership positions in IBM. Currently, as Vice President, Market Intelligence, Tim is responsible for the formulation and execution of the Market Intelligence plan which delivers thought leadership, deep insights and recommendations that drive IBM to take better action, improve performance and fuel growth. Tim directs the Americas Market Intelligence program consisting of market and customer analysis, database marketing, database analytics, competitive intelligence, primary research, secondary research and opportunity analysis. Prior to joining IBM, Tim held Senior Marketing Management positions with Verizon and Fogarty Klein Monroe. Tim’s consulting experience includes many Fortune 50 companies including AT&T, Exxon, Texaco, PepsiCo, Bank of America, among others. Tim is an accomplished public speaker and frequently presents at Industry conferences and seminars. His research has been published in several scholarly journals including Marketing Science, Industrial Marketing Management, Journal of Interactive Marketing, Marketing Research, among others. Tim received a BBA in Marketing and an MBA with Highest Honors from the University of Houston.
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