"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."
"The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit."
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Source: Jay Conrad Levinson, Seth Godin (1994). “The Guerrilla Marketing Handbook”, p.4, Houghton Mifflin Harcourt
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"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."
"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."