Download 100 GREAT MARKETING IDEAS by Jim Blythe

Marketing is, above everything else, about creating profitable exchanges. The exchanges should be profitable for both parties— fair trade always makes both parties better off, otherwise why would people trade at all? What we are aiming to do is offer products (which includes services, of course) that don’t come back, to customers who do come back. One of the basic concepts of marketing is customer centrality—in any question involving marketing, we always start with looking at what the customer needs. This does not, of course, mean that we are some kind of altruistic, charitable organization: we don’t GIVE the customer what he or she needs, we SELL the customer what he or she needs. Note that we define needs pretty broadly, too—if a woman needs chocolate, or a man needs a beer, we are there to ensure that they do not have to wait long. Most of the ideas in this book offer you ways of improving the exchange process, by encouraging more of it or by making the exchanges more profitable.

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