Do You Deliver Well? If you spend $10,000 on advertising and your customer service or product is horrible, what will the result be? You’ll have

Price/Position/Product/Place Now that we have covered who you are, we can start to get a better understanding of where you sit in the marketplace. The

Who are you? Mission/Vision Purpose One of my favorite jokes from the TV show Scrubs involves a character described as “Johnny the tackling Alzheimer’s patient.”

Marketing begins with the old saying, “know thyself.”  In Chapter 1, we talked about “what is marketing?” In this chapter, we will turn the focus

Awareness and Direct Response Marketing Two final categories we need to consider when we think about marketing is awareness and direct response marketing. While these

Permission-Based Marketing and Interruption Based Marketing As so brilliantly pointed out by Seth Godin in his book, Permission Marketing, we need to understand the difference