This is one of the volumes in the The Brian Tracy Success Library, all published by AMACOM. Tracy has already written one or more books of greater length and depth that examine these and other major business subjects. What he has now done with each of the volumes in the series is to condense with consummate skill the most valuable information, insights, and counsel within a 100-page format, in this instance the most valuable lessons he has learned about marketing.
Briefly but substantially, Tracy covers essentials of that include how to build a customer base, differentiate you and what you offer from competitors, answer the three essential questions about a new product or service that you offer (please see Pages 12-15), leverage market research in order focus on target prospects, make better decisions about how to create or increase demand for what you offer, fulfill customers’ emotional needs, and derive maximum benefit from your distribution channels. . He selected 21 specific subjects or themes and devotes a separate chapter to each. Briefly but substantially, Tracy covers these and other essentials of marketing.
I agree with Brian Tracy’s concluding observations: “Whatever “marketing strategy is working for you today, no matter how successful it is, will soon be obsolete and will have to be replaced by a new or different marketing strategy…and your competition has never been determined and more aggressive than it is today. Your job is to be better, faster, and more creative than your competitors, continually leapfrogging them in the marketplace to attain market leadership. Fortunately, there are no limits on what you can accomplish, except for the limits that you place on yourself.”
Achieving and then sustaining business success (however defined) depends almost entirely on nailing the fundamentals every day at all levels and in all areas of the given enterprise. In this book, Tracy focuses on the fundamentals in marketing. Mastering them and then applying them with high-impact is the challenge you now face. I urge you to embrace it with passionate tenacity and rigorous self-discipline.
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Brian Tracy is Chairman and CEO of Brian Tracy International, a company specializing in the training and development of individuals and organizations. His goal is to help as many people as possible to achieve their personal and business goals faster and easier than they ever imagined.
To learn more about him and his work, please click here.