This book presents marketing not as TRICKS but as a way to communicate WHO your company is to other people.
I am new to Marketing, so the idea of having an identity in your marketing was new to me.
But I really like that Jay is a moral person and is interested in making the marketing image and the reality of the product or identity of your company be the same.
So, he gives a picture of what you need to do if you are going to be a REAL company that is going to stick around for a while, present a quality product and communicate your company identity to other people.
So, the techniques here are more on how to build an established business, rather than just to market to people temporarily or instantly make a profit.
Jay emphasizes how to build a brand or a company identity and goodwill from your customers.
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