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How to Start Your Own Business for Entrepreneurs, 2nd Edition by Robert Ashton

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Chapter Fourteen

Marketing in a nutshell

Marketing is the process by which your products and services move from concept to customer. Everything in this third section could be described as marketing, but let’s pause and look at the bigger picture. You see, marketing is much more than just promotion. It is also the process by which you work out what you are going to sell and at what price.

If you sell the right things to the right people at the right price you will make a profit. If you have the wrong product or service, or sell at the wrong price, you will make a loss.

“Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that ...

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