Aesop’s Keys to Profitable Marketing

Aesop’s Keys to Profitable Marketing

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Kruger, Dr. Betsy Publishing Directions, 2015 Audio summary available
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IN THIS SUMMARY

Aesop’s Keys to Profitable Marketing is a handbook for the proper development of business marketing plans. Using the brief tales of Aesop, the book offers a broad perspective on the discipline of marketing and serves as a theory-based foundation for promoting marketing, examining aspects such as specialization, customer service, product benefits, pricing, loyalty building, promotions, and allocation of investments. The emphasis is on the 80/20 rule: The most profitable 20 percent of a company’s customers will produce 80 percent of its profits. The book stresses pleasing a company’s current customer base, rather than wasting marketing dollars trying to win more customers.