Consider the market to be a ladder within the consumer's mind.
Your marketing strategy is determined by where you are on the market ladder. An effective strategy balances your present position with sensible investments.
Avis, the American corporation, was the number two in the rental market for cars, and as advertised with the phrase "the best in car rentals," they were losing money because customers did not trust the marketing.
They have increased their revenues after taking second place and adopting the tagline "We try harder."
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The book focuses on the fundamentals of marketing and how to avoid breaking these laws.
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