Built around images, metaphors and anecdotic cases, it will allow yourself or your company to:

1. find useful information
2. optimize your distribution channels,
3. improve internal management and communication
4. and sales department strategies.
5. Avoid the usual drawbacks, small and medium size businesses too often face
6. Acquire the right reflexes even if you are not a marketing specialist since you will be introduced to:
   • management logistic
   • Product and service positioning
   • New sales tactics
   • The recent changes in consumption and partner relations.

    

Penguins, Ostriches and many other animals are used as examples in this book but the first place should belong to the turtle, indeed the favorite animal of any marketing concept since it illustrates perfectly its main devise: To go forward you need to stick your nose outside ! Moreover, some turtles cross-oceans but they also know when to go under floor and wait for better days 'Principle that firms should apply when necessary!

A chicken is another animal that can teach us a lesson: delicious when cooked or barbecued, the chicken is hard to swallow when raw 'As we do not have a boa throat, we need to eat the chicken by little pieces. The same way it will take us a while to learn about marketing and we will cover all the basic of marketing little by little. The goldfish will teach us that to survive in a competitive world, you need to adapt to its environment and protect yourself from predators using diverse arms or lures at least until you reach a substantial size that can threaten your potential enemies 'Those positioning problems are often forgotten by firms and lead to deadly strategies. We will also learn from the donkey's attitude. This animal refuses to "drink when it isn't thirsty". Our consumers act the same way and they do refuse to consume everything we would like to sell them. We have to adapt our products to their specific needs and not expect them to change their attitudes because they would like them to!

Do you believe that a baby learns his mother tongue with a grammar book or a dictionary ?
This is why we will not present you theories but we will use examples, to teach you how to apply marketing to your own specificities. Marketing is a state of mind. We will learn marketing the same way we learn how to ride a bike. Therefore, we will not talk about either the velocity property or the law of inertia but we will suggest you start riding your bike by successive try on a soft floor (where the falls will not hurt too much.),

How did you learn to swim…through the study of how your hands and feet you react in a liquid environment ?
You do not need to be knowledgeable about the Archimedes principles but you need a swimming pool, which is not too deep, a buoy and some time to practice.

How did you learn to ride a bike...through a mailing course or while studying the rules of equilibrium ?
For those of you who feel more comfortable about marketing, remember that you use your reflex (state of mind), based on postulates and past experiences to make marketing decisions. You already know more about marketing than you think. There not so many marketing composites but you can infinitely combine them. It is also the case of the 26 signs that composed our alphabet that can create an infinite number of words.