This publication is devoted to the idea that your
marketing results can be improved through a better
understanding of your customers. This approach usually
is referred to as the marketing concept.
Any marketing program has a better chance of being
productive if it is timed, designed and written to solve
a problem for potential customers and is carried out in
a way that the customer understands and trusts. The
pages that follow will present the marketing concept of
putting the customer first. Marketing is a very complex
subject; it deals with all the steps between determining
customer needs and supplying them at a profit. In
addition to some introductory material on marketing,
this publication includes practical material on the
marketing approaches to budgeting, layout design,
headline writing, copywriting and media analysis. You
have to spend money on marketing; the purpose of this
publication is to help you get the most for your money,
or the most bang for the buck. pdf