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

“We’ve never wanted to be the biggest, but the best.”
In choosing a market, remember: It is easier to sell to people
with money than to people without money. And try to sell to users,
not buyers.
echnology
Every new technology is a force for “creative destruction.” Your
company is more likely to be buried by a new technology than by its
current competitors. Horse-drawn carriage makers were not defeated
by a better horse-drawn carriage but by the horseless carriage. Tran-
sistors hurt the vacuum-tube industry, xerography hurt the carbon
paper business, and the digital camera will hurt the film business.
New technology can also change social relations and lifestyles.