(3). This is an important fact to keep in mind, and it is interesting that Levinson begins his book this way, rather than promising quick results and easy answers.
Some of Levinson's other points in thinking about marketing that he advocates include the importance of research. He notes that learning about the industry in general and the customer in particular is essential to understanding the customer's real needs and ability to buy. While he may argue otherwise, this is well-established traditional marketing: research has always been central to almost every conventional marketing plan. In fact, the 11th rule emphasizes the need to understand conventional marketing and to keep up with advances in understanding the field, then applying that knowledge using a guerrilla mentality.
The second set of rules have to do with effectiveness, which he begins by defining as the situation in which "prospects not only think of your company, but they think of it first when about
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