Marketing is about presenting products that are perceived to have a higher value than they really are worth, according to an excerpt from a new book by Harry Lang, who has 20 years of marketing experience.

Marketing Week published the excerpt in an article, which says that marketing involves convincing people to want a product for more than the cost.

Keeping your existing companies is a crucial goal.

“Minimizing the loss of returning customers. It’s cheaper to keep a customer than it is to find a new one, so a good marketing strategy always tends and nurtures its loyal base,” he writes.

Customers should be kept engaged and content with an improved product and relationship and community building post-sale.

Lang explains that bad marketing is better than no marketing.

“Of course, a well-researched brief and astute media strategy will do better (much better, in fact) but it’s a handy reminder that having something live is almost always better than being a silent wallflower.


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