Within the pharmaceutical business, TeraTech has provided successful Customer Relationship Management (CRM) solutions for the past 5 years. TeraTech must look for opportunities in growth when offering analytics and modeling of CRM solutions. TeraTech is looking for a way to join their CRM proficiency with modeling and analytics with one new product. This combination would provide the value of data in companies to be and provide effectiveness to also be maximized within their marketing attempts. Christine DeFalco, Chief Marketing Officer of TeraTech was assigned the job of presenting the new marketing strategy that she must build to the directors' board by the Chief Executive Officer (CEO). To remain competitive, TeraTech must create a new product. The new product will help guarantee profitability in the future as well as help TeraTech's customer service levels increase allowing them to continue to be a dominant player within the industry of pharmaceuticals. Describe the Situation Issue and Opportunity Identification TeraTech has recently experienced a greater amount of compet......

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