Brilliant Marketing, revised 2nd Edition

This is not so much an executive summary as a statement of those things marketers have to ensure happens 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 PowerPoint presentation. We’re going to settle for paper.

The five things that matter most are:

1. The customer or 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 Ten Customer Commandments

1. Remember, they are ...