I. Basic Elements

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Element one on the Periodic Table, in the upper left, is hydrogen.

Perhaps you’ve heard of it. Perhaps you’re even made of it. It’s the most abundant chemical substance in the universe. By atom count, it’s two-thirds of water. Associated elements like carbon, nitrogen, and oxygen, or elements from the table’s first two columns like sodium, magnesium, and potassium, are no slouches either. All are some of the essential building blocks of our lives.

Similarly, the Basic Elements of marketing are the building blocks of what we do. They’re things like research, strategy, metrics, and branding. They’re the concepts we’ve been studying ...

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