Chapter 1
Framing the Marketing Process
In This Chapter
Taking the necessary marketing steps that lead to sales
Getting your marketing program started
Understanding how small business marketing is different
You’re not alone if you opened this book looking for an answer to the question, “What is marketing, anyway?” Everyone seems to know that marketing is an essential ingredient for business success, but when it comes time to say exactly what it is, certainty disappears from the scene.
People aren’t sure if marketing, advertising, and sales are the same or different things. And they’re even less sure about what marketing involves and how to do it well.
To settle the matter right upfront, here’s a plain-language description of what marketing — and this book — is all about.
Marketing is the process through which you win and keep customers.
Marketing is the matchmaker between what your business is selling and what your customers are buying.
Marketing covers all the steps involved in ...
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