Brilliant Marketing, 3rd Edition

These are statements of the critical things marketers must ensure happen in their heads and in their actions when they embark on a marketing campaign. I rather suppose Moses, had he lived today, would have brought down laminates rather than tablets of stone from Mount Sinai, or even a Power-Point presentation. He’d also have decided that in a new, low boredom threshold world, five commandments were plenty.

The five things that matter most are:

1. The customer and the consumer.
2. The product or service.
3. The weapons available with which to go and market.
4. The issue of branding.
5. What you the smaller marketer do, as you are the future.

The Five Customer ...