Focusing on marketing and selling fundamentals isn't as intellectually stimulating as the latest acronym for industry initiatives (ECR, etc.), but it delivers results and separates competitors. A back-to-basics approach allows manufacturers to build franchises with both consumers and customers. In last issue's Top-to-Top column, Cannondale's Jack Ryder identified four fundamentals for trade marketing success through the 1990s. Let's explore each of these in greater depth.