consumers, but merely by inducing its existing users, those who already use it at least occasionally, to use it more frequently.’ Sales meetings in the WC Always hold your sales meetings in rooms too small for the audience, even if it means holding them in the WC. ‘Standing room only’ creates an atmosphere of success, as in theatres and restaurants, while a half- empty auditorium smells of failure. Use the absolute minimum of electrical equipment. I have seen the sound systems fail in some of the most elaborately equipped convention centers in the world, including Berlin, where they have 24 operators. What is marketing? I once heard Marvin Bower define marketing as objectivity. I cannot beat that. 1 Journal of Marketing Research, May 1980, this page.