Customers
1. You should treat your customers so they (1) buy more, and (2) complain less
2. It is not about knowing your customer. It is about your customer knowing about you
 
Annual Budget
 Budgeting process of marketing
Step 1: Prepare Marketing Plans
- Marketing plans that position each product in terms of its marketing life cycle
- Competitive mental angle
- Distribution channel
- Awareness or perception of your product and that of the competitors?

Step 2: Rank product opportunities
- Can this product/ service command a price premium?
- Can you establish leadership?
- Rate your competition in each battle. The weaker the competition, the better your chance for success

Step 3: Assign Advertising Tasks

Step 4: Stop when you are out of money

Summary: Put your money where the opportunities are, not where they were

 Prices
1. You've got to stay in the Ballpark
2. People Will Pay a Little More for Perceived Value
3. High Quality Products Should Be More Expensive
4. High-Priced Products Should Offer Prestige
5. Late Entrants Usually Enter on Price
6. High Price and High Profits Attract Competitors
7. Don't train your customers to buy on price
8. It is hard to win with a low price
- Low price only works where you have a structured, low-cost advantage over your competition
9. Price can go down
10. Make sure you build some promotional dollars into your price

Leadership Issues
Good leaders know where they are going

Long-term Planning
Long-term planning is wishful thinking. Wishful thinking belongs in fairy-tale land. What you must deal with is reality.
A better and simple approach to planning
1. Inform your staff people that predicting the future is an exercise in delusion and that excruciating detailed "strategic scenarios" are a waste of time
2. Inform everybody that the real value of strategic planning is to give your business direction and the means to make progress over competition
3. Tell your planning people to sit down with operating executives in each business and discuss those directional guidelines under different economic assumptions
4. Emphasize that what you are looking for is a "flight plan" to guide the company - something that will be simpler and less fancy than an old-style formal plan

Marketing
1. Show me the idea. 
The idea dictates the strategy. Then the strategy drives the idea.
2. New ideas
You can increase the odds of solving a problem by becoming a collector. When you come across a nifty notion or a savyy strategy, save it. Start a journal, a clipping file, and a computer file. Keep a pad by the bed, a voice recorder in the car. 

When you are trying to find a solution to something, dip into your collection. Then use the following blueprint to make the most of an existing idea.
- Substitute
- Combine
- Adapt
- Magnify or Minimize
- Put it to other uses
- Eliminate
- Reverse and rearrange

Goals
Goals are like dreams. Wake up and face reality

Growth
Build market share and the numbers will come