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Fundamentals for Becoming a Successful Entrepreneur: From Business Idea to Launch and Management by Alan Carsrud, Malin Brannback

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4. The Basics About Marketing You Have to Know

4.0 An Overview

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

This quote from Maya Angelou, the noted activist, actress, prize winning poet, and professor, describes the desired outcome of effective marketing in our opinion. For example, it has been reported that in one experimental study, a group of subjects were given unlabeled samples of both Pepsi and Coke. As might be expected by many of us, not a single individual could differentiate between the two beverages. The interesting part, for our purposes, comes in a subsequent test in which the subjects saw the labels attached. Three out of four individuals ...

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