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The 10 Cornerstone Principles of Marketing There are four parts to a marketing system and they rest on ten cornerstones. Marketing results are only as powerful as your marketing systems. Using Purchased Leads A little advice about using leads that you purchase from another source;These are not opt-in leads per-say, that you have gathered using lead capture pages.They might join your list, but initially this is a whole different animal. Generational Marketing Having run a multi-state franchise company with multiple brands it became obvious to me early on that if one were to properly respond to the needs and desires of your customer base; you must indeed, understand generational marketing. The X'ers have a completely different mindset than the "Boomers" or the "Matures. Your Ultimate Competitive Advantage The biggest secret to success in business is to always maintain a competitive advantage in everything you do. 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