Leaders Shouldn?t Attach Moral Significance To Their

Marketing Is The Distinguishing, Unique Function Of The Business.

Systematic Decision Review Also Shows Executives Their Own Weaknesses, Particularly The Areas In Which They Are Simply Incompetent. In These Areas, Smart Executives Don't Make Decisions Or Take Actions. They Delegate.

Suppliers And Especially Manufacturers Have Market Power Because They Have Information About A Product Or A Service That The Customer Does Not And Cannot Have, And Does Not Need If He Can Trust The Brand. This Explains The Profitability Of Brands.

People Alone Of All The Resources Can Grow And Develop.

The Customer Rarely Buys What The Business Thinks It Sells Him.