CHAPTER 8

Develop a Band. Represent a Brand. Marketing Is Everything

Although capacity may be oversold, you can never oversell the product. You can always continue to sell the goodwill and the assurance of quality and service that make buyers seek out your brand beyond all others.

—Paul B. Buckwalter

The most important truth that you should know about the marketing process is that it is not difficult and you should not be afraid or intimidated by it. The best marketing is simple, and it covers complex and sophisticated duties, using plain and straight forward approaches. Marketing is not a process with a fixed duration. It is an ongoing operation, ...

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