How to become a marketing expert
Want to know? Kristin Zhivago writes:
The president of a small company recently sent me an email. "We've done well in a lot of areas of business, but what we haven't done is sorely inhibiting our growth. We need to master marketing and are committed to doing just that. Will you point me to the best learning tools?"
I'll bet you can guess where I pointed him... right back to his own customers.
I suspect the president who wrote really meant the 'other' marketing: communications and promotion. And was probably hoping for a more tangible answer, like "go to Practical Product Management or Effective Product Marketing" (which would also have been a good answer). Kristin knows that the first part of the word marketing is 'market.' Understand your market, identify their problems, solve them, and then tell them that you solved them.
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