CHAPTER 3

Market Entry

Strategy and Planning

We believed we could build a better search. We had a simple idea that not all pages are created equal. Some are more important.

—Sergey Brin (1974–present), a Russian-born American businessman, Google Cofounder

Main points in this chapter

  • The marketer’s uphill climb: be first, be better, or be different
  • The American consumer: geography, generations, and diversity
  • Understanding the market: your research toolbox

The Marketer’s Uphill Climb: Be First, Be Better, or Be Different

It’s incredibly difficult to persuade people to change their behavior and try new things. For instance, think about how difficult it is to simply persuade your (your kids, your spouse, your friends) to do something as simple ...

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