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Question:I'm in "whatever" industry. How do the marketing principles change for my industry?

Answer:We get lots of questions about whether marketing in one industry is radically different than another. Our position is that except in cases where you are dealing with very high luxury goods or fashion, where hope is a driving force in many decisions, the basic rules of marketing still apply...segementation, positioning, branding, etc.

Many people thought the internet would change these rules, and for the most part they have been wrong. So we would suggest that the first step when thinking about marketing in your industry is not to start looking for some new ideas, but see how the basic principles apply to your situation. More than not, you'll see that marketing in your industry is fundamentally no different than in other industries.


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