FOUR

Market Research and Market Intelligence

THERE ARE many parallels between marketing strategy and military strategy. The objective of both strategies is to win, in the marketplace and on the battlefield. All successful military campaigns are based on excellent intelligence and knowledge of the enemy. All successful marketing campaigns are based on good research and good market intelligence: knowing what your competitors are doing and what else is going on in the marketplace.

Remember, you are not Steve Jobs. It is never a good idea to rely on your own feelings or opinions about what customers will buy or not buy. You need to subject your thoughts, feelings, and ideas to the cold, harsh reality of market research and the opinions of other people. ...

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