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Many people think marketing is a battle
of products. In the long run, they figure, the best product
will win.
Marketing people can be pre-occupied
with doing research and "getting the facts". After analysis
of those facts they sail confidently into the marketing arena
secure in the knowledge that they have the best product and
the best product will win.
It is an illusion. There is no objective
reality. There are no facts. There are no best products. All
that exists in the world of marketing are PERCEPTIONS in the
minds of the customer or prospect. The perception is the reality.
Everything else is an illusion.
All the laws in the book are derived
from the fact that you should influence minds and perceptions
and not fight a product battle.
Read the book to find out why some products
are successes in one country but have bombed in other countries.
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