"Marketing is not an event, but a process It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely."
"If you don’t believe in your product, or if you’re not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work."
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Source: Jay Conrad Levinson, Seth Godin (1994). “The Guerrilla Marketing Handbook”, p.5, Houghton Mifflin Harcourt
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"In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits."
"Marketing is every bit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money."
"Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money."
"Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales."
"When you view marketing from the vantage point of the guerrilla, you realize that it’s your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help them. You can show them how to achieve their goal. Marketing is not about you. It’s about them. I hope you never forget that."