The principals of Copernicus have spent their careers researching, writing about, and developing essential principles and practices in marketing. This covers market segmentation and targeting, positioning, advertising, mass media and direct response advertising, marketing research and modeling methodology, creating scientific marketing plans, guided marketing program implementation, measuring the ROI of marketing programs, customer service, and integrated marketing communications. They are described in the books and articles we have written, including The Marketing Revolution (Harper Business Publishing, 1991.), Marketing Myths That Are Killing Business (McGraw-Hill Publishers, 1994.), Simulated Test Marketing (Macmillian Inc. 1994.), Uncover The Hidden Power of Television Programming... And Get the Most From Your Advertising Budget (Sage Publishing, 1998.), and Counterintuitive Marketing: How To Get It Right the First Time (Free Press, 2000.).

As a result, senior marketing executives committed to marketing excellence now have means to improve the performance and certainty of virtually every "decision" in the marketing management process.

"Marketing Essentials" are not simply nice-to-haves in a more competitive environment. They are, as their name declares, absolutely essential marketing principles and practices which drive brand and corporate profitability.