What is marketing?

Marketing is more than anything a way of thinking. It is about focussing a business on its customers. The aim is to find out what customers really want and how we can deliver that to them and make a profit.

It is the reason that the world's biggest companies got into that position in the first place. Without serious thought put into marketing, almost every company will fail eventually. No business ever managed to become really successful without investing heavily in marketing. If you haven't already taken a detailed look at your own marketing you are taking a pretty big gamble and probably have a lot of wasted potential.

You may think your current marketing is already good. Maybe it is, for the market as it is now. You need to remain market focussed, in order to remain competitive as customer needs develop over time. Those who think they have it all figured out are usually the ones that fail. Often they are replaced by competitors who were better able to meet customer needs.