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8
You can buck the
market!

questions of markets
and marketeers

The only valid purpose of a business is to create and keep a customer.
Charles Revlon
Being good in business is the most fascinating kind of art. Andy Warhol

n Key questions that will enable you to exploit market opportunities
at home and abroad.

n Essential questions for when there is a downturn.
n Questions that enable you to identify growth and exploit

opportunity.
n Questions that ensure that your market-spend gets results.
n Questions that help you decide when to stop spending and start

winning.
n Questions that enable you to turn the competition into “also rans”.

What you will gain from this chapter

n A market strategy that will enable you to set the rules by which others have to
play.

n How to work towards a position of market dominance.
n How to prosper in the key markets of the future.
n How to exploit the most valuable market opportunities of the present.

You can buck the market! 139