CHAPTER 8

What’s Your Marketing Framework?

Marketing is everything.

—Regis McKenna

The fundamentals of marketing and selling have not changed, however, modern marketing has become slicker and more expensive with more choices. Today’s buyers have more choice and are more sophisticated, harder to impress, less satisfied, and less loyal. Top professionals understand they compete for relationships, and customers have an opportunity to learn about their offerings in many ways that has nothing to sales pitches. In today’s marketing, you are the product and your success hinges on your relationships, the quality of your work, and it ends and begins with results.

For decades, marketers have relied on the Four Ps of marketing, product, place, promotion, ...

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