Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.

Marketing is becoming a battle based on information than on sales power.

The art of marketing is the art of brand building. If you arenot a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.

Marketing is a race without a finishing line

The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.

Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.