CHAPTER 3

The Marketing Process—Putting It into Action

The TUMAC Principle©1

The TUMAC principle is the essence of marketing. It is how all the strategies and techniques are put into action to turn ideas into booked revenue. Whether you are a salesperson, product manager, public relations agent, customer service representative, or a general-purpose ­marketer, TUMAC defines the basic steps (see Table 3.1) necessary to sell a product or service.

Table 3.1 The TUMAC principle

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Throughout this book, the elements of the TUMAC principle are explained as they relate to each phase of the marketing cycle and each components of the marketing mix. See ...

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