Part I
Getting Your Marketing Bearings
In this part . . .
Whether you’re running a do-it-yourself sole proprietorship, a family business, a professional practice, a retail establishment, a web-based enterprise, a nonprofit organization, or a multimillion-dollar corporation, Part I helps you focus on the plain-and-simple marketing truths behind business success.
The chapters in this part give you your marketing bearings. They offer clear-cut definitions and get you going on your own fact-finding marketing mission, helping you analyze your customers, your products, and your competition before setting goals and objectives that will shape your business future.
If you’re in business, you’re a marketer. This part introduces you to your job!
