Successful marketing strategies follow trends rather than fads.
Fads are temporary events, whereas trends are long-term shifts.
When a corporation moves too quickly and begins to deal with fads, it fails.
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The book focuses on the fundamentals of marketing and how to avoid breaking these laws.
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Successful programs are not built on fads, they’re built on trends.
Marketing effects take place over an extended period of time.
Marketing moves often show the same phenomenon: Long-term effects are often the direct opposite of short-term ones.
In the short term, a sale increases business, but in the long term, sales educate custom...
Unless you write your competitor's plans, you can't predict the future.
Marketing plans based on what will happen in the future are usually wrong. One reason for marketing failure is the failure to forecast competitive reaction.
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