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The advice and strategies contained herein may not be suitable for your situation.The publisher is not engaged in rendering professional services and you should consult a professional where appropriate.One of the most powerful distinc- tions that I revealed in that book was the fact that marketing is not an art—it is a science.Of course there are artistic elements in some of the things that marketers do but marketing itself is not an art and it’s not mysterious. Y ou need to start with strategy and execute with discipline. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. 111 River Street Hoboken NJ 07030 201 748-6011 fax 201 748-6008 e-mail: It is the playbook that allows business leaders to begin transforming their marketing function and accelerating to realize business results by applying my principles in a systematic and logi- cal way.

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And thanks to Denise Cowden and V eda Sammy for their creativity and patience in helping to develop and organize both the written and graphical content.

For more information about Wiley products visit our web site at ISBN 0-471-26772-4 Printed in the United States of America 10 987654321 Plug Marketing Into the Enterprise 43 PART II MANAGE YOUR BRAND NOT YOUR CUSTOMER 61 4. We would like to especially thank those colleagues that dedicated their personal time of which there’s never enough to the book.