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— Jim Stengel"If you want to understand how a lion hunts, don't go to the zoo. Go to the jungle."
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
— David Ogilvy
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The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
— Peter Drucker
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