#2: Don’t Take Your Eyes off Profit Generation#3: Don’t Ignore the Future#4: Don’t Forget That Marketing Is Not B2B or B2C, but P2P (People to People)#5: Don’t Miss the Web 2.0 Power#6: Don’t Forget the Value of the Influencer#7: Don’t Ignore Your Marketing Mix#8: Don’t Underestimate Change and the Prosumer#9: Don’t Disinvest in Skills and Human Capital Management#10: Don’t Neglect Organization TransformationThe Marketing Function of the Future: A Framework