The 18 Guiding Principle of Marketing Company

The 18 Principles are Organized around Six Dimensions*:
- foundation
- topping
- strategy
- tactic
- value
- implementation

Foundation
Principle #1
Company: Marketing is A Strategic Business Concept
Principle #2
Community: Marketing is Everyone's Business
Principle #3
Competition: Marketing War is About Value War

Topping
Principle #4
Retention: Concentrate on Loyalty, not just on Satisfaction
Principle #5
Integration: Concentrate on Differences, not just on Averages
Principle #6
Anticipation: Concentrate on Being Proactive, not just Reactive

Value
Principle #7
Brand: Avoid commodity-like Trap
Principle #8
Service: Avoid Business-Category Trap
Principle #9
Process: Avoid Function-Orientation Trap

Strategy
Principle #10
Segmentation: View Your Market Creatively
Principle #11
Targeting: Allocate Your Resources Effectively
Principle #12
The Principle of Positioning: Lead Your Customers Credibly

Tactic
Principle #13
Differentiation: Integrate Your Content, Context, and Infrastructure
Principle #14
Marketing Mix: Integrate Your Offer, Logistics, and Communications
Principle #15
Selling: INtegrate Your Company, Customers, and Relationship

Implementation
Principle #16
Totality: Balance Your Strategy, tactic, and Value
Principle #17
Agility: Integrated Your What, Why and How
Principle #18
Utility: Integrated Your Present, Future, and Gap

* www.markplusinc.com