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Focus on how effective market analysis can boost business performance.

A conference examining how effective market analysis can improve business performance will be held in Cardiff next month. The event, which is being organised by the University of Glamorgan's Business School, will form part of the Western Mail's Business Week in Wales from May 16-20.

The conference, which will be held at the Wales Millennium Centre on May18, will feature experts from the Welsh Unit for Research in Marketing and the Welsh Institute for Competitive Advantage - both part of the university's Business School.

In the morning session head of the WICA Simon Brooks will examine ongoing research into the competitive position of organisations in Wales.

Afternoon seminars will look at how businesses in Wales can harness the potential of viral marketing and the importance of profiling customers for increased website hits.

Viral marketing is defined as the use of a self-perpetuation mechanism, such as a referral or affiliate programme, to grow a user base in a manner similar to the spread of a virus.

Robin Croft, principal lecturer in marketing at the University of Glamorgan, will discuss the pros and cons of viral marketing - looking at whether it is a credible solution to marketing on a worldwide scale.

Mr Croft, a specialist in consumer behaviour, will also unravel the hype surrounding viral marketing with a view to understanding what it is and how businesses can harness its potential.

Senior marketing lecturer and head of the Welsh Unit for Research Marketing, Dr Kelly Page-Thomas, will examine the usefulness of websites and how they can have a positive impact on a firm's bottom line.

As a former lecturer at the University of New South Wales, Dr Page-Thomas will also touch on the importance of profiling the degree of value customers derive from websites as a key driver for repeat usage.

Barrie Desmond, chairman of Monmouthshire-based Cohesive Communications, will also outline successful examples of new media integrated marketing campaigns.

The seminars are free of charge. For information contact Kate Slowinski on 029 2058 3828.
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Title Annotation:Business
Publication:Western Mail (Cardiff, Wales)
Date:Apr 6, 2005
Words:331
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