One of my mentors in the marketing world once stated his amazement around how marketing professionals too frequently base their marketing strategies on assumptions that have little correlation to actual marketing results. Having worked in the industry now for over 15 years, I have come to the inescapable conclusion that my mentor was in fact right in that much of the dogma we adhere to is predicated on faulty assumptions, leading marketers to routinely make costly mistakes. Assumption....

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