This chapter reflects on the lessons relearned in the process of creating the book. Some of these lessons were: Do not get captured by every marketing fad. Most of them have appeared before using a different name. Do the planning, simply because its value lies in the discipline of the process. Develop an organizational culture that understands and respects the role of marketing. Create a supportive organizational infrastructure. Strive to quantify the impact of marketing programmes, but be careful how things are measured and how measures can take on a life of their own. Understanding customers is good marketing practice. Tactical segmentation is the key to unlocking this insight.
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