Marketing is a battle of perceptions

Tales From The Marketing Wars
The Law Of Perception

Still, many people think marketing is a battle of products. In the long
run, they figure, the best product will win. Thus, Mr. Nardelli's Six
Sigma push.

Marketing people are preoccupied with doing research and "getting the
facts." They analyze the situation to make sure that truth is on their
side. Then they sail confidently into the marketing arena, secure in the
knowledge that they have the best product and ultimately the best
product will win.

It's an illusion. There is no objective reality. There are no facts, no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality.

Everything else is an illusion.

Jack Trout 01.16.07, 6:00 AM ET

Click here to read the article on Forbes.com..