CHAPTER FIVE
Design a GreatMarketing Plan
“The power which resides in [man] is new in nature,and none but he knows what that is which he can do,nor does he know until he has tried.”
—RALPH WALDO EMERSON
“The purpose of a business is to create and keep a customer,” Peter Drucker famously said, “Therefore the basic management functions are innovation and marketing, because only they are capable of generating sales, revenue, and cash flow.“
Marketing is the art and science of customer engagement. It’s about determining what your current and future customers perceive that they really want, need, can use, and afford—and then helping them get it by creating and structuring your products and services in a way that delights customers and motivates them ...
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