TIP #1
The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your opertations. You can't stand for something if you chase after everything.

TIP #2
Marketing is a battle of perceptions, not products, therefore the mind takes precedence over the marketplace. Only by studying how perceptions are formed in the mind and focusing your marketing programs on those perceptions can you truly conjure correct marketing instincts.

TIP #3
A good short-term marketing plan is coming up with that angle or word that differentiates your product or company. Then set up a coherent long-term marketing direction that builds a program to maximize that idea or angle. It's not a long-term plan, it's a long-term direction.