“Marketing is an attitude, not a department”
– Phil Wexter
All too often marketing is seen as a subject shrouded in mystery, a mercurial and elusive profession populated by snake-oil salesmen adept in the art of smoke and mirrors. As a result it’s an area of small business that is all too often neglected. People are put off by the jargon and the perception that there are some secrets to good marketing that only the chosen few have access to. They assume that good marketing involves infectious TV campaigns, innovative direct marketing and celebrity endorsements. Visions of pin-striped ad-men with budgets to rival the national debt reinforce the illusion that good marketing is for the “big boys” and must therefore cost a fortune.