Leading Edge Marketing

CHAPTER 3

The Marketing Process—Putting It into Action

The TUMAC Principle©1

The TUMAC principle is the essence of marketing. It is how all the strategies and techniques are put into action to turn ideas into booked revenue. Whether you are a salesperson, product manager, public relations agent, customer service representative, or a general-purpose ­marketer, TUMAC defines the basic steps (see Table 3.1) necessary to sell a product or service.

Table 3.1 The TUMAC principle

Throughout this book, the elements of the TUMAC principle are explained as they relate to each phase of the marketing cycle and each components of the marketing mix. See ...