Marketing Rules

Does everything in marketing come down to the subjective opinion of the marketer? Or are there hard and fast rules or axioms in marketing that should always be obeyed? If the latter, can you tell me a marketing axiom that guides you in your business — and maybe give me an example of how it worked for

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Why I Avoid Bandwagons

Social media evangelists rabidly promote their new medium, apparently unconcerned that it is largely unproven and in many cases ineffective. I resist them because I live by this adage: “Be not the first to cast the old aside nor the last to accept the new.” Early adopters are often unwise because they gamble on a technology

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B.S. in Toyota Advertising

A commercial for the Toyota Corolla proclaims the car has “legendary miles per gallon.” What does THAT mean? The viewer takes it to mean that Toyota is not revealing its mpg because it isn’t that good. The Corolla’s mpg does not have to be the best — mpg isn’t the only factor deciding whether consumers

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