If you can sell an island accessible only by boat to cynical New Yorkers, you can teach marketing.
Leslie Koch, a marketer and former CEO of the Fund for Public Schools, is in charge of selling Governors Island to New Yorkers. She espouses the importance of five basic marketing principles. Her intelligence and humor, coupled with down-to-earth practicality, reveal her passion for her job and her commitment to effective marketing. If you would like a clear, useful introduction to marketing, getAbstract recommends this video.
In this summary, you will learn
- What Leslie Koch, president of Governors Island, considers the five tenets of sound marketing;
- Why you need to listen, know your product and construct a clear strategy; and
- Why you should align your strategy with everything you and your employees do.