Marketing results may only be realized over time. It is a mistake to forsake long-term planning in order to improve short-term results.
Raising sales in the near term through the use of rebates can be beneficial to the company financially, but it teaches customers to buy only when there are offers, which diminishes earnings in the long run.
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The book focuses on the fundamentals of marketing and how to avoid breaking these laws.
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The balance between personal and professional effectiveness
Proactivity versus reactivity
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