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Arguing that customers buy or don't buy because of perceptions of quality, not actual quality, this book suggests that the most important and powerful law of marketing is "owning a word in the customer's mind". The examples given include Volvo's command of the word "tank" and BMW's command of the word "driving". The book identifies the need for companies to concentrate on what they know best and, in many cases, to return to the basics to achieve the levels of success desired.

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