Marketing is a
products, and so the
takes preference over the marketplace. All truth is relative – people
believe what they want to believe. What people perceive to be true that is
The task of
marketers is to establish or change consumer
perceptions, because if they don't they will not win the battle.
Great ideas or products are one thing; getting
them into the minds of others is another. And once a mind is made up, then
it is difficult to change it. Once perceptions are established, people's
minds don't change fast.