You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Principles of Marketing Can Be Summarized in One Word 'FOCVS' Should Be the Foundation of Any Effort By Al Ries, Published on January 05, 2010 12 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.