For a lot of businesses, taking the order is where marketing ends. For smart marketers, it’s the starting point for the next order and the referral. If you stop your marketing thinking at the transaction, you’ll find it harder and harder to build real marketing momentum.
There's "just enough", "good enough", and "beyond good enough". For me, Amazon gets it right by getting it delivered fast. John shows us that you can also go "beyond good enough" with packaging. And now I want to buy the book.