Chapter 2 Have you got what makes a marketing star?

Everyone needs to understand how marketers think and what they can do for business. Marketing lies in your persona and attitude as much as in the marketing weapons available to you. Maybe marketing isn’t for you, but if you work on it (and want it) you can turn yourself into a brilliant marketer. Alternatively you can learn how to work with marketers so your respective skills shine. Unfortunately some marketers today are behaving more like ordinary tradesmen than the magicians they need to be. To be brilliant our marketing people need to be inspirational, not merely adequate.

Be an optimist, because the first golden rule of marketing is that ...

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