"In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In… - Al Ries

Never run advertising until the major publicity possibilities have been exploited.

Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.

Take facsimile, for example. Over the past two decades, the facsimile has become an indispensable part of every company’s communication portfolio. Americans will send 65 billion pages of faxes this year, more than 230 per person. And 50 percent of all international telephone calls are now fax calls.