Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

“In today’s economy, if it ain’t
broke, you might as well break it yourself, because it soon
will be.”
(Wayne Calloway, CEO of PepsiCo)
The sad fact is that most companies are tactics-rich and strategy-
poor. Sun Tzu in the fourth century 
B
.
C
. observed: 
“All men can see
these tactics whereby I conquer, but what none can see is the
strategy out of which victory is evolved.”
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Marketing Insights from A to Z

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uccess and Failure
175
J. Paul Getty, the fabulously wealthy founder of Getty Oil, shared his
three secrets for success: 
“Rise early, work late, strike oil.”
Too
many of us can only do the first two.
Irving Berlin, the songwriter, lamented: “The toughest thing
about success is that you’ve got to keep on being a success.”