• Marketing is not a department. It is an ethos that pervades the whole organization, so that proper training and internal marketing are crucial
• Always look at issues from the customer perspective
• Keeping customers is easier than winning new ones
• Prepare a plan, follow it and follow it up. Prove it with action, not words
• Get help where it adds value
• Remember the CVP (Customer Value Proposition)

V isibile satisfaction to your customer
A nalyze the market, so you understand the dynamics
L ook at your competitors and beat them
U understand the real needs of your customer
E qualize value